|
Advertising,
Promotion, & Supplemental
Aspects of Integrated Marketing Communications Terence A. Shimp Sixth Edition |
|
The sixth edition of
Terence Shimp's market-leading Advertising,
Promotion, & 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. Internet
issues are a major focus of this revision and are seamlessly integrated
throughout the text to highlight the dynamic relationship between basic
marketing communication concepts and the power of the Internet. |
|
Key features
|