Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications
ISBN-13:
9780030177842
ISBN-10:
0030177847
Edition:
Fourth Edition
Author:
Terence A. Shimp
Publication date:
2016
Publisher:
Harcourt Publishers Ltd, a subsidiary of Harcourt International Ltd
Format:
Paperback
624 pages
FREE US shipping
Book details
ISBN-13:
9780030177842
ISBN-10:
0030177847
Edition:
Fourth Edition
Author:
Terence A. Shimp
Publication date:
2016
Publisher:
Harcourt Publishers Ltd, a subsidiary of Harcourt International Ltd
Format:
Paperback
624 pages
Summary
Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications (ISBN-13: 9780030177842 and ISBN-10: 0030177847), written by authors
Terence A. Shimp, was published by Harcourt Publishers Ltd, a subsidiary of Harcourt International Ltd in 2016.
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Description
Advertising, Promotion and Supplemental Aspect of Integrated Marketing Communications 4/e 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. Beginning in Chapter 1, the fourth edition takes a more extensive integrated marketing communication (IMC) perspective than in previous editions and also introduces a 'building-brand-equity' perspective that is utilised throughout the chapters following. More user friendly than ever, the text also includes a CD-ROM presentation disk for instructors to use in class. Organised by chapter, the animated disk includes videos, tables, figures, graphs, and overhead transparencies to support text material. Features: * Sophisticated yet student friendly, the text incorporates a lively writing style with myriad real-world examples that capture readers' interests. * The text provides up-to-date treatment of text concepts as well as complete coverage of practitioner-oriented material. * Chapter opening vignettes offer real-world illustrations
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