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Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications
ISBN: 9780030211133 | 0030211131
Edition: 5thFormat: Paperback
Publisher: South-Western College Pub
Pub. Date: 8/2/1999
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The fifth edition of Terence Shimp's market-leading Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications, and advertising media selection than any text on the market. Thoroughly revised and updated, this new edition is more useful, current, and student-friendly than ever.
| PART ONE THE CONCEPT, PRACTICE, AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS | 1 | (83) | |||
| 2 | (26) | |||
| 28 | (20) | |||
| 48 | (36) | |||
| PART TWO INTEGRATED MARKETING COMMUNICATIONS FROM THE CUSTOMER'S PERSPECTIVE: TARGETING, COMMUNICATING, AND PERSUADING | 84 | (110) | |||
| 86 | (28) | |||
| 114 | (48) | |||
| 162 | (32) | |||
| PART THREE NEW PRODUCTS, BRAND NAMES, LOGOS, PACKAGES, AND POINT-OF-PURCHASE MATERIALS | 194 | (62) | |||
| 196 | (20) | |||
| 216 | (40) | |||
| PART FOUR ADVERTISING MANAGEMENT | 256 | (248) | |||
| 258 | (38) | |||
| 296 | (36) | |||
| 332 | (36) | |||
| 368 | (38) | |||
| 406 | (24) | |||
| 430 | (36) | |||
| 466 | (38) | |||
| PART FIVE SALES PROMOTION MANAGEMENT | 504 | (100) | |||
| 506 | (24) | |||
| 530 | (24) | |||
| 554 | (50) | |||
| PART SIX PUBLIC RELATIONS, SPONSORSHIP MARKETING, AND PERSONAL SELLING | 604 | (44) | |||
| 606 | (20) | |||
| 626 | (22) | |||
| GLOSSARY | 648 | (7) | |||
| CREDITS | 655 | (3) | |||
| NAME INDEX | 658 | (6) | |||
| SUBJECT INDEX | 664 |
