Advertising, promotion, and other aspects of integrated marketing communications

dc.contributor.author	Andrews, J. Craig
dc.contributor.author	Shimp, Terence A.
dc.date.issued	2018
dc.identifier.isbn	978-1-337-28265-9
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/12329
dc.description.abstract	Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today’s leading IMC texts. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today’s popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing.
dc.format	xix, 635 p. : ill.
dc.language.iso	en
dc.publisher	Cengage Learning
dc.subject	Advertising
dc.subject	Direct marketing
dc.subject	Communication in marketing
dc.subject	Sales promotion
dc.subject	Textbooks
dc.title	Advertising, promotion, and other aspects of integrated marketing communications
dc.type	Book
dc.description.version	10th edition