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Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications By Terence A. Shimp

Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications
by Terence A. Shimp

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This work integrates all aspects of marketing communication, aiming to provide a thorough treatment of sales promotion, point-of-purchase communications, and advertising media selection. There is also a new technology emphasis throughout the text.
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Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications Summary


Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications by Terence A. Shimp

The fifth edition of Terence Shimp's market-leading Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications, and advertising media selection than any text on the market. Thoroughly revised and updated, this new edition is more useful, current, and student-friendly than ever. Features: * The text takes an IMC approach thought. * Three chapters are devoted to sales promotions. * The marketing communications process is presented early in Chapter Two. * "Focus on Marketing Communications" boxes in each chapter detail-interesting developments in the field, while "Global Focus" boxes enhance the text's global marketing perspective. New to this edition: * New, innovative and helpful website designed by Eric Sandburg. * Greater emphasis on personal selling. * Greatly expanded coverage in Chapters 12-15 of Electronic Marketing, Commerce, and Direct and Internet Marketing. * New Internet Guide for Advertising supplement for students. * New technology emphasis throughout the text through examples, Internet exercises, and company web site addresses.

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Table of Contents


I: The Concept, Practice, and Environment of Integrated Marketing Communications 1): Overview of Integrated Marketing Communications 2): The Marketing Communications Process 3): Environmental, Regulatory, and Ethical Issues in Marketing Communications II: Targeting Integrated Marketing Communications 4): Demographics, Psychographic, and Geodemographic Targets of Marketing Communications 5): The Communication Process and Fundamentals of Buyer Behavior 6): Persuasion in Marketing Communications 7): Marketing Communications and New Product Adoption III: Personal Selling 8): Brand Names, Logos, Packages, and Point-of-Purchase Materials 9): Overview of Advertising Management 10): Creative Advertising Strategy 11): Message Appeals and Endorsers in Advertising 12): Analysis of Advertising Media 13): Direct Advertising and Database Marketing 14): Media Strategy 15): Assessing Advertising Effectiveness IV: Sales Promotion and Management 16): Overview of Sales Promotion Management 17): Trade-Oriented Sales Promotion 18): Consumer-Oriented Sales Promotion V: Marketing Communication Tools 19): Marketing Public Relations and Sponsorship Marketing 20): Personal Selling Fundamentals

Additional information

GOR001087604
Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications by Terence A. Shimp
Terence A. Shimp
Used - Good
Hardback
Cengage Learning, Inc
1999-09-01
674
0030211131
9780030211133
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.