Advertising, promotion & supplemental aspects of integrated marketing communications /

Shimp, Terence A.

Advertising, promotion & supplemental aspects of integrated marketing communications / Terence A. Shimp. - 6th ed. - Mason : Thomson, c2003. - xxi, 650 p. : ill. (some col.) ; 29 cm.

Includes index.

Includes bibliographical references.

0030352711 (hbk.)


Communication in marketing.
Sales promotion.
Advertising.
Direct marketing.