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Advertising, promotion : and other aspects of integrated marketing communications / Terence A. Shimp

By: Material type: TextTextPublication details: [Mason] : South-Western Cengage Learning, [2010]Edition: 8th edDescription: xx, 668 p. : ill. ; 29 cmISBN:
  • 9780324593600 .
  • 9780324593600 .
Subject(s): Summary: 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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Item type Current library Call number Status Date due Barcode
General General ATU Dublin Road General Shelves 658.82 SHI (Browse shelf(Opens below)) Available G115625

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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