Advertising and promotion :
Shimp, Terence A.
Advertising and promotion : An IMC approcach by Terence A. Shimp. - South Western : Cengage Learning, 2008. - 650 p.
Table of Contents :
Part 1. Integrated marketing communications : processes, brand equity and the marcom environment
Part 2. The fundamental marcom decisions :targeting, positioning, objective setting, and budgeting
Part 3. Advertising management
Part 4. Promotion management, marketing-oriented public relations, and sponserships
Part 5. Marcom for new-products, store signage, and point-of-purchase communications
Index
9788131503881
Advertising.
659.111 / SHI/ADV
Advertising and promotion : An IMC approcach by Terence A. Shimp. - South Western : Cengage Learning, 2008. - 650 p.
Table of Contents :
Part 1. Integrated marketing communications : processes, brand equity and the marcom environment
Part 2. The fundamental marcom decisions :targeting, positioning, objective setting, and budgeting
Part 3. Advertising management
Part 4. Promotion management, marketing-oriented public relations, and sponserships
Part 5. Marcom for new-products, store signage, and point-of-purchase communications
Index
9788131503881
Advertising.
659.111 / SHI/ADV