Integrated Marketing Communications: Advertising, Promotion, and Expansion [7th Edition]

Author: Terence A. Shimp
Publisher:
Publishing Time: Not available
Features: Integrating Marketing Communications: Advertising, Promotion, and Expansion (7th Edition English Photocopy 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 the field while also focusing on its evolution, making it the leading textbook in the current market. In addition to consistently emphasizing the time-tested methods of integrated marketing communications, this edition has been significantly revised to reflect new academic literature and practical developments in the field. This textbook 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 market-oriented marketing communications receiving more attention than ever before.
· This textbook provides cutting-edge theories and practical materials on all aspects of marketing communications, tailored to students' comprehension level and presented in the form of numerous examples, including challenges in marketing communications, the focus of marketing communications, and global focus.
· The 7th edition retains the structure of the 20 chapters from the 6th edition but has been rewritten and reorganized in some chapters to enhance logical flow.