Integrated marketing communication in advertising and promotion

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Integrated marketing communication in advertising and promotion

SHIMP, Terence A

COMMUNICATION IN MARKETING ; SALES PROMOTION = KOMUNIKASI DALAM PENJUALAN ; PROMOSI PENJUALAN

Detil Buku

Edisi 8th ed

Penerbit Singapore : South-Western Cengage Learning, 2010

Deskripsi Fisik xx, 668 p. ; 28 cm.

ISBN 0-324-66531-4

Subjek COMMUNICATION IN MARKETING ; SALES PROMOTION = KOMUNIKASI DALAM PENJUALAN ; PROMOSI PENJUALAN

Bahasa Indonesia

Call Number R/658.82 SHI i

Deskripsi

The eighth edition of Shimp's market-leading INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION, International Edition fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21).