9780030352713

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications

  • ISBN 13:

    9780030352713

  • ISBN 10:

    0030352711

  • Edition: 6th
  • Format: Hardcover
  • Copyright: 07/02/2002
  • Publisher: South-Western College Pub
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

The sixth edition of Terence Shimp's market-leading Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication. While continuing to focus on the time honored, IMC methods, the text has undergone a significant revision to reflect new academic literature and practitioner developments in the field. Comprehensive treatment on the fundamentals of advertising and promotion combine with the Internet's impact on IMC. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.

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