The sixth edition of Terence Shimp's market-leading Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication. While continuing to focus on the time honored, IMC methods, the text has undergone a significant revision to reflect new academic literature and practitioner developments in the field. Comprehensive treatment on the fundamentals of advertising and promotion combine with the Internet's impact on IMC. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.
- ISBN13 9780030352713
- Publish Date 2 July 2002
- Publish Status Out of Print
- Out of Print 12 December 2013
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Edition 6th Revised edition
- Format Hardcover (Library Binding)
- Pages 704
- Language English