Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications

Synopsis of Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications

«Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications» is the marketing handbook by Shimp and Delozier in hardback.

Examines marketing communication in an integrated way: advertising, sales promotion, point of purchase, and media selection. The fourth edition expands the IMC perspective and uses brand equity building as its core, with real examples from professional practice.

Fourth edition, published in 1996 by South-Western within The Dryden Press Series in Marketing; text in English, 629 pages.

Aimed at university students and marketing, advertising, and commercial communication professionals.