Advertising Promotion and Other Aspects of Integrated Marketing Communications

Advertising Promotion and Other Aspects of Integrated Marketing Communications

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Author: Terence A. Shimp
Publisher: South-Western College Pub
Category: Book

List Price: $280.95
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Seller: All Books Plus
Sales Rank: 38,783

Languages: English (Unknown), English (Original Language), English (Published)
Media: Hardcover
Edition: 8
Pages: 688
Number Of Items: 1
Shipping Weight (lbs): 3.4
Dimensions (in): 10.9 x 8.6 x 1.2

ISBN: 0324593600
EAN: 9780324593600
ASIN: 0324593600

Publication Date: December 29, 2008
Availability: Usually ships in 1-2 business days
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Product Description
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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