Integrated Marketing Communications: Advertising, Promotion, and Expansion (6th Edition)

Author: (USA) Simp / Lian Xiaohong et al
Publisher:
Publish Date: 2005-03-01
Features: This book integrates all aspects of marketing communication and is a leading textbook in the current market. In addition to consistently emphasizing the time-tested methods of integrated marketing communication, this textbook has been significantly revised to reflect new academic literature and advancements in the field of practice. It comprehensively covers the fundamentals of advertising and promotion and incorporates the impact of the internet on integrated marketing communication throughout. The issues related to the internet are fully integrated into the content of this textbook, better highlighting the dynamic relationship between basic marketing communication concepts and the role of the internet. This textbook is suitable for undergraduate, graduate, and MBA marketing communication courses.