Advertising, Promotion, and Other Aspects of Integrated Marketing Communications
by Terence Shimp, J. Craig Andrews, Terence A. Shimp
Advertising, Promotion, and Other Aspects of Integrated Marketing Communications provides a broad introduction to advertising, promotion, and the connected activities that shape marketing communications. Written for students and other readers of marketing, it offers an organized foundation for understanding this important area of business study.
About This Book
Advertising, Promotion, and Other Aspects of Integrated Marketing Communications examines the role of advertising and promotion within the wider marketing communications field.
The book is designed as an educational resource for studying how different communication activities can be considered together rather than in isolation.
Its subject matter centers on integrated marketing communications, providing a broad foundation for readers interested in advertising, promotional strategy, and marketing practice.
Authored by Terence Shimp, J. Craig Andrews, and Terence A. Shimp, this title is suited to academic and professional study of marketing communications.
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