Advertising, promotion, and other aspects of integrated marketing communications

著者

• Shimp, Terence A.

書誌事項

Advertising, promotion, and other aspects of integrated marketing communications

Terence A. Shimp

South-Western Cengage Learning, c2010

8th ed

注記

Previous ed. : Mason : Thomson/Soouth-Western , c2007

Includes bibliographical references and indexes

内容説明・目次

内容説明

The eighth edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS 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).

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB01146487
• ISBN:
  • 9780324593600
• 出版国コード: at
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Australia
• ページ数/冊数: xx, 668 p.
• 大きさ: 29 cm
• 分類:
  • LCC : HF5415.123
  • DC22 : 658.8/2
• 件名:
  • LCSH : Communication in marketing
  • LCSH : Sales promotion
  • LCSH : Advertising
  • LCSH : Direct marketing