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Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications

Terence A. Shimp

出版	Dryden Press, 1997
主題	Business & Economics / Advertising & PromotionBusiness & Economics / Marketing / General
ISBN	00301035259780030103520
URL	http://books.google.com.hk/books?id=6_QJAQAAMAAJ&hl=&source=gbs_api

註釋

Now available in an exciting, eye-catching, four-colour text, Shimp's Advertising, Promotion and Supplemental Aspect of Integrated Marketing Communications 4/e 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. Beginning in Chapter 1, the fourth edition takes a more extensive integrated marketing communication (IMC) perspective than in previous editions and also introduces a 'building-brand-equity' perspective that is utilised throughout the chapters following. More user friendly than ever, the text also includes a CD-ROM presentation disk for instructors to use in class. Organised by chapter, the animated disk includes videos, tables, figures, graphs, and overhead transparencies to support text material. Features: * Sophisticated yet student friendly, the text incorporates a lively writing style with myriad real-world examples that capture readers' interests. * The text provides up-to-date treatment of text concepts as well as complete coverage of practitioner-oriented material. * Chapter opening vignettes offer real-world illu