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


Bibliographic record and links to related information available from the Library of Congress catalog


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The sixth edition of Terence Shimp's market-leading Advertising, Promotion, and 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. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.


Library of Congress subject headings for this publication:
Communication in marketing.
Sales promotion.
Advertising.
Direct marketing.