Integrated Marketing Communication (Advertising, Promotion and Expansion, 7th Edition)

Author: Terence A. Simpson
Publisher:
Publication Date: 2006-10-01
Features: "Integrated Marketing Communications: Advertising, Promotion, and Expansion" (7th Edition English Photographic Edition) combines the theory and practice of all aspects of marketing communications, offering rich substantive content with strong readability. It reflects the cutting-edge thinking in this field while also focusing on its evolution, making it a leading textbook in the current market. In addition to consistently emphasizing the time-tested methods of integrated marketing communications, this textbook has been significantly revised to reflect new academic literature and practical advancements in the field. It is suitable for undergraduate or graduate courses in marketing communications, advertising, promotion strategy, promotion management, and related subjects. The 7th edition slightly shifts its focus toward the management of marketing communications, with more attention given to market-oriented marketing communications than in previous editions. · This textbook provides cutting-edge theories and practical materials on all aspects of marketing communications, tailored to students' understanding levels and presented through numerous examples, including challenges in marketing communications, the focus of marketing communications, and global focus. · The 7th edition retains the 20-chapter structure of the 6th edition but has been rewritten and reorganized in some chapters to enhance logical flow.