TY  - BOOK
AU  - Shimp, Terence A.
TI  - Advertising and promotion: An IMC approcach
SN  - 9788131503881
U1  - 659.111 
PY  - 2008///
CY  - South Western
PB  - Cengage Learning
KW  - Advertising
N1  - 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
ER  -