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INTEGRATED MARKETING COMMUNICATION IN ADVERTISING AND PROMOTION
TERRENCE A. SHIMP
2010
BOOK
| Category |
ADVERTISING
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| Abstract |
INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION WILL PROVIDE STUDENTS WITH A CONTEMPORARY VIEW OF THE ROLE AND IMPORTANCE OF MARKETING COMMUNICATIONS. THE TEXT EMPHASIZES THE IMPORTANCE OF INTEGRATED MARKETING COMMUNICATIONS (IMC) IN ENHANCING THE EQUITY OF BRANDS, AND PROVIDES THOROUGH COVERAGE OF ALL ASPECTS OF AN IMC PROGRAM : ADVERTISING, SALES PROMOTION, PACKAGING AND BRANDING STRATEGIES, POINT - OF-PURCHASE COMMUNICATIONS, MARKETING-ORIENTED PUBLIC RELATIONS, WORLD-OF-MOUTH BUZZ CREATION, AND EVENT- AND CAUSE-ORIENTED SPONSORSHIPS. THIS BOOK IS INTENDED FOR USE IN UNDERGRADUATE OR GRADUATE COURSES IN MARKETING COMMUNICATIONS, ADVERTISING, PROMOTION STRATEGY, PROMOTION MANAGEMENT, OR OTHER COURSES WITH SIMILAR CONCENTRATIONS.
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| ISBN |
0324665314
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| Author(s) |
TERRENCE A. SHIMP
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| Credits |
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| Edition |
8TH ED.
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| Year |
2010
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| Publisher |
SOUTH- WESTERN
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| Type |
BOOK
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| Keywords |
ADVERTISING, MARKETING, COMMUNICATION, PROMOTION
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| Language |
English |
| Collation |
668 P., 29 CM.
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