Advertising, promotion & supplemental aspects of integrated marketing communications /
Advertising, promotion, and supplemental aspects of integrated marketing communications Advertising promotion
Terence A. Shimp.
- 5th ed.
- Fort Worth : Dryden Press, c2000.
- xxix, 674 p. : ill. (some col.) ; 29 cm.
- The Dryden Press series in marketing .
Includes bibliographical references and indexes.
Contents: The Concept, practice, and environment of integrated marketing communications -- Integrated marketing communications from the Customer's perspective: targeting, 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.
0030211131
Communication in marketing. Sales promotion. Advertising.