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

Emphasizing the importance of integrated marketing communications concepts in all aspects of an IMC program, this textbook discusses the role of IMC in brand-equity enhancement, the customer's perspective, product adoption and point-of-purchase advertising, advertising management, sales promotion ma

Shimp, Terence A.: - Terence Shimp is Distinguished Professor Emeritus at the University of South Carolina, where he was a faculty member for 29 years and earned a number of teaching awards, including the Amoco Foundation Award. The former W. W. Johnson Distinguished Foundation Fellow and Chair of the Marketing Department in the Moore School of Business, Dr. Shimp also taught at Kent University. He has published widely in marketing, consumer behavior, and advertising, and received the American Academy of Advertising's lifetime award for outstanding contributions to research in advertising. Past president of the Association for Consumer Research, as well as the Journal of Consumer Research policy board, Dr. Shimp has represented the Federal Trade Commission and various state agencies as an expert witness in issues concerning advertising deception and unfairness. Terence A. Shimp received his doctorate from the University of Maryland.

SKU	Unavailable
ISBN 13	9780030352713
ISBN 10	0030352711
Title	Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications
Author	Terence A Shimp
Condition	Unavailable
Binding Type	Hardback
Publisher	Cengage Learning, Inc
Year published	2002-07-02
Number of pages	704
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.