Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications
by Shimp, Terence A.Edition: 6th
Format: Hardcover
Pub. Date: 2002-07-02
Publisher(s): South-Western College Pub
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Summary
The sixth edition of Terence Shimp's market-leading Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication. While continuing to focus on the time honored, IMC methods, the text has undergone a significant revision to reflect new academic literature and practitioner developments in the field. Comprehensive treatment on the fundamentals of advertising and promotion combine with the Internet's impact on IMC. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.
Table of Contents
| PART ONE Integrated Marketing Communications and Its Role in Brand-Equity Enhancement | 1 | (49) | |||
|
2 | (20) | |||
|
22 | (28) | |||
| PART TWO IMC from the Customer's Perspective: Targeting, Communicating, and Persuading | 50 | (103) | |||
|
51 | (29) | |||
|
80 | (34) | |||
|
114 | (39) | |||
| PART THREE Communicating New Products, Brand Naming, Packaging, and Point-of Purchase Advertising | 153 | (70) | |||
|
154 | (26) | |||
|
180 | (43) | |||
| PART FOUR Advertising Management | 223 | (244) | |||
|
224 | (32) | |||
|
256 | (36) | |||
|
292 | (30) | |||
|
322 | (32) | |||
|
354 | (32) | |||
|
386 | (20) | |||
|
406 | (24) | |||
|
430 | (37) | |||
| PART FIVE Sales Promotion Management, Marketing Oriented, Public Relations, and Sponsorships | 467 | (122) | |||
|
468 | (28) | |||
|
496 | (24) | |||
|
520 | (48) | |||
|
568 | (21) | |||
| PART SIX External Pressures on Marketing Communications | 589 | (32) | |||
|
590 | (31) | |||
| Glossary | 621 | (8) | |||
| Name Index | 629 | (9) | |||
| Subject Index | 638 |
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