Advertising promotion: supplemental aspects of intergrated marketing communications/

Shimp, Terence A.

Advertising promotion: supplemental aspects of intergrated marketing communications/ Terence A. Shamp. - 5th ed. - Fort Worth : Dryden Press, c2000. - xxix, 674 p. : ill. (some col.) ; 29 cm. - The Dryden Press series in marketing. .

Includes index.

Includes bibliographical references.

0030211131 (hbk.)


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