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

Author: (USA) Simp, translated by 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 principles of integrated marketing communication, this textbook has been significantly revised to reflect the latest academic literature and practical developments in the field. It comprehensively covers the fundamentals of advertising and promotion, incorporating 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.