Advertising, promotion : and other aspects of integrated marketing communications /

Shimp, Terence A.

Advertising, promotion : and other aspects of integrated marketing communications / Terence A. Shimp - 8th ed. - [Mason] : South-Western Cengage Learning, [2010] - xx, 668 p. : ill. ; 29 cm

Includes bibliographical references and index

The eighth edition of Shimp's market-leading book fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21)

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Communication in marketing
Sales promotion
Advertising
Direct marketing
Business and Management.
Advertising