Advertising, Promotion, and other aspects of Integrated Marketing Communications
by Terence Shimp, J. Craig Andrews
Advertising, Promotion, and other aspects of Integrated Marketing Communications provides an overview of the major components of marketing communication. Terence Shimp and J. Craig Andrews bring together advertising, promotion, and related topics for readers studying or seeking a broader understanding of integrated marketing communications.
About This Book
Advertising, Promotion, and other aspects of Integrated Marketing Communications examines key areas of marketing communication.
The book focuses on advertising, promotion, and related elements that contribute to integrated marketing communications.
Written by Terence Shimp and J. Craig Andrews, it is suited to readers seeking a structured introduction to these connected business disciplines.
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