000			00446nam a2200181 a 4500
999			_c138 _d138
005			20181027133334.0
008			141201s2008 xx 000 0 und d
020			_a9788131503881
040			_aMAIN
041			_aENG
082			_a659.111 _bSHI/ADV
100			_aShimp, Terence A.
245			_aAdvertising and promotion : _bAn IMC approcach _cby Terence A. Shimp.
260			_aSouth Western : _bCengage Learning, _c2008.
300			_a650 p.
500			_aTable 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
650			_aAdvertising.
942			_cBK