Marketing Communication Advertising Promotion and Other Aspects (6th Edition) Contemporary American MBA Classic Textbook Series (English Photocopy Edition)

Author: Terence A. Shimp
Publisher:
Publish Date: 2004-03-01
Features: Shimp's "Marketing Communications—Advertising, Promotion, and Other Aspects" (6th Edition) integrates various aspects of marketing communications, making it a leading textbook in the current market. This textbook not only continues to emphasize the time-tested IMC methods but also includes significant revisions to reflect the latest academic literature and practical developments in the field. It comprehensively covers the fundamentals of advertising and promotion and incorporates the impact of the internet on IMC throughout. The issues related to the internet are fully integrated into the content, 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.