TY  - BOOK
AU  - Shimp,Terence A.
TI  - Advertising, promotion: supplemental aspects of integrated marketing communications.
SN  - 0030211131
AV  - HF5415.123.S54 
PY  - 2000///
CY  - Fort Worth
PB  - Dryden Press
KW  - Communication in marketing
KW  - Sales promotion
KW  - Advertising
N1  - Includes bibliographical references and indexes; Contents: The Concept, practice, and environment of integrated marketing communications -- Integrated marketing communications from the cstomer's perspective: taegeting, communicating, and persuading -- New products, brand names, logos, packages, and point-of-purchase materials -- Advertising management -- Sales promotion management -- Public relations, sponsorship marketing, and personal selling.
ER  -