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Advertising, promotion, and other aspects of integrated marketing communications

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The eighth edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21).

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Availability

Detail Information

Series Title

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Call Number

[KOM-LIB-161]

Publisher

ohu : South-Western Cengage Learning., c2010

Collation

xx, 668 p. : ill. (some col.) ; 29 cm.

Language

English

ISBN/ISSN

9780324593600

Classification

HF5415.123 .S54 2010

Content Type

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Media Type

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Carrier Type

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Edition

8th ed.

Subject(s)

Advertising
Sales Promotion
Communication in marketing
Direct marketing

Specific Detail Info

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Statement of Responsibility

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