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Advertising, promotion & supplemental aspects of integrated marketing communications / Terence A. Shimp.

By: Material type: TextSeries: The Dryden Press series in marketingPublication details: Fort Worth : Dryden Press, c2000.Edition: 5th edDescription: xxix, 674 p. : ill. (some col.) ; 29 cmISBN:
  • 0030211131
Other title:
  • Advertising, promotion, and supplemental aspects of integrated marketing communications
  • Advertising promotion
Subject(s): LOC classification:
  • HF5415.123.S54
Contents:
Contents: The Concept, practice, and environment of integrated marketing communications -- Integrated marketing communications from the Customer's perspective: targeting, communicating, and persuading -- New products, brand names, logos, packages, and point-of-purchase materials -- Advertising management -- Sales promotion management -- Public relations, sponsorship marketing, and personal selling.
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Includes bibliographical references and indexes.

Contents: The Concept, practice, and environment of integrated marketing communications -- Integrated marketing communications from the Customer's perspective: targeting, communicating, and persuading -- New products, brand names, logos, packages, and point-of-purchase materials -- Advertising management -- Sales promotion management -- Public relations, sponsorship marketing, and personal selling.

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