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).
- ISBN10 0324593600
- ISBN13 9780324593600
- Publish Date 1 February 2009
- Publish Status Out of Print
- Out of Print 20 January 2017
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Edition 8th ed.
- Format Hardcover
- Pages 668
- Language English