Advertising, Promotion, and Other Aspects of Integrated Marketing Communications
Terence A. Shimp examines advertising, promotion, and other components of integrated marketing communications in this focused marketing resource. The book provides readers with a structured way to explore how these related areas fit within the broader field of business communication.
About This Book
Advertising, Promotion, and Other Aspects of Integrated Marketing Communications focuses on major elements of marketing communication.
The book addresses advertising, promotion, and related aspects of an integrated approach to communicating with markets.
Authored by Terence A. Shimp, it is suited to readers seeking a structured introduction or reference on integrated marketing communications.
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