Shimp, Terence A. <br/><br/>
Advertising and promotion :  An IMC approcach 
by Terence A. Shimp. 
 - South Western :  Cengage Learning,  2008. 
 - 650 p. 
<br/><br/> Table of Contents :<br/>Part 1. Integrated marketing communications : processes, brand equity and the marcom environment<br/>Part 2. The fundamental marcom decisions :targeting, positioning, objective setting, and budgeting<br/>Part 3. Advertising management<br/>Part 4. Promotion management, marketing-oriented public relations, and sponserships<br/>Part 5. Marcom for new-products, store signage, and point-of-purchase communications <br/>Index 
<br/><br/><label>ISBN: </label>9788131503881 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>Dewey Class. No.: </label>659.111  / SHI/ADV