Marketing Communication: Advertising, Promotion, and Other Aspects (6th Edition) (English Photocopy Edition)

Author: (USA) Schimp
Publisher:
Publish Date: 2004-03-01
Features: Schimp's Marketing Communications—Advertising, Promotion, and Other Aspects (6th Edition) integrates all aspects of marketing communications and is a leading textbook in the current market. This textbook not only continues to emphasize the time-tested IMC methods as always but also undergoes significant revisions to reflect the latest academic literature and practical developments in the field. It comprehensively covers the fundamentals of advertising and promotion, while incorporating 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 communications courses.