Advertising, promotion & supplemental aspects of integrated marketing communications / [book]
Shimp, Terence A.
Advertising, promotion & supplemental aspects of integrated marketing communications / [book] Terence A. Shimp.,J. Craig Andrews - 9th ed. - Mason, Ohio : Thomson South-Western, 2013 - xxii, 729 p. : ill. ; 29 cm.
Includes glossary and index
Integrated marketing communications and its role in brand-equity enhancement--IMC from the customer's perspective : targeting communicating and persuading--Communicating new products, brand naming, packaging, and point of urchase advertising--Advertising management--Sales promotion management, marketing oriented public relations and sponsorships--External pressures on marketing communications
9781133191421 790 Bht.
COMMUNICATION IN MARKETING.
SALES PROMOTION.
ADVERTISING.
DIRECT MARKETING.
HF 5415.123 / S54A 2013
Advertising, promotion & supplemental aspects of integrated marketing communications / [book] Terence A. Shimp.,J. Craig Andrews - 9th ed. - Mason, Ohio : Thomson South-Western, 2013 - xxii, 729 p. : ill. ; 29 cm.
Includes glossary and index
Integrated marketing communications and its role in brand-equity enhancement--IMC from the customer's perspective : targeting communicating and persuading--Communicating new products, brand naming, packaging, and point of urchase advertising--Advertising management--Sales promotion management, marketing oriented public relations and sponsorships--External pressures on marketing communications
9781133191421 790 Bht.
COMMUNICATION IN MARKETING.
SALES PROMOTION.
ADVERTISING.
DIRECT MARKETING.
HF 5415.123 / S54A 2013