TY  - BOOK
AU  - Shimp,Terence A.
TI  - Advertising, promotion & supplemental aspects of integrated marketing communications
SN  - 9781133191421
AV  - HF 5415.123 S54A 2013
PY  - 2013///
CY  - Mason, Ohio
PB  - Thomson South-Western
KW  - COMMUNICATION IN MARKETING
KW  - SALES PROMOTION
KW  - ADVERTISING
KW  - DIRECT MARKETING
N1  - 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
ER  -