Advertising, Promotion, and other aspects of Integrated Marketing Communications

by Terence A. Shimp, J. Craig Andrews

Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 7e provides the reader with a contemporary view of the role and importance of marketing communications. The text emphasizes the role of integrated marketing communication (IMC) in enhancing the equity of brands, and provides thorough coverage of all aspects of an IMC program: advertising, promotions, packaging and branding strategies, point-of-purchase communications, marketing-oriented public relations, word-of-mouth buzz creation, and event- and cause-oriented sponsorships.

Genres: Business

635 pages, Paperback

First published August 2, 1999

Reviews

[Indra]

this is ok

[Bob]

$160.00 book!

[Leah Good]

Not bad for a textbook. Definitely one of my preferred courses.