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Integrated marketing communication in advertising and promotion

By: Shimp, Terence A.
Series: Advertising, promotion, and other aspects of integrated marketing communications. Publisher: Andover Cengage Learning 2012Edition: 8th ed.Description: xx, 666 p.ISBN: 9788131516522.Subject(s): Marketing | Communication in marketing | Sales promotion | Advertising | Direct marketingDDC classification: 658.82 Summary: The eighth edition of Shimp's market-leading INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION, International Edition 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).
List(s) this item appears in: Marketing Communication
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Books Vikram Sarabhai Library
Slot 2179 (2 Floor, East Wing) Non-fiction 658.82 S4I6 (Browse shelf) Available 178261

The eighth edition of Shimp's market-leading INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION, International Edition 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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