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" Advertising, promotion, and other aspects of integrated marketing communications / "
Terence A. Shimp.
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BL
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| Record Number
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958585
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| Doc. No
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b712955
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| Main Entry
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Shimp, Terence A.
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| Title & Author
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Advertising, promotion, and other aspects of integrated marketing communications /\ Terence A. Shimp.
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| Edition Statement
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7th ed.
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| Publication Statement
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Mason, OH :: Thomson/South-Western,, ©2007.
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| Page. NO
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xxii, 629 pages :: illustrations ;; 29 cm
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| ISBN
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0324321430
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: 0324408072
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: 9780324321432
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: 9780324408072
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| Notes
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Revised edition of: Advertising, promotion & supplemental aspects of integrated marketing communications. 6th ed. c2003.
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| Bibliographies/Indexes
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Includes bibliographical references and indexes.
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| Abstract
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"Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 7e provides the reader with a contemporary view of the role and importance of marketing communications. The text emphasizes the role of integrated marketing communication (IMC) in enhancing the equity of brands, and provides thorough coverage of all aspects of an IMC program: advertising, promotions, packaging and branding strategies, point-of-purchase communications, marketing-oriented public relations, word-of-mouth buzz creation, and event- and cause-oriented sponsorships."--Jacket.
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Advertising.
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Communication in marketing.
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Direct marketing.
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Sales promotion.
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Communication en marketing.
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Marketing direct.
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Publicité
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Ventes-- Promotion.
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Advertising.
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Communication in marketing.
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Direct marketing.
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Sales promotion.
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| Dewey Classification
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658.8/2
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| LC Classification
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HF5415.123.S54 2007
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| Added Entry
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Shimp, Terence A.
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