> 
Only from 3rd party sellers

Integrated Marketing Communications in Advertising and Promotion

Integrates various aspects of marketing communication. This book describes the fundamentals of advertising and promotion. It offers coverage of... more
Author:
Terence A. Shimp
Format:
Softcover
Edition:
International ed of 8th revised ed

3rd Party:
1 used from R 400.00
  • Pintrest

Short description

Integrates various aspects of marketing communication. This book describes the fundamentals of advertising and promotion. It offers coverage of environmental issues regarding global warming and sustainability.

Long description

The eighth edition of Shimp's market-leading INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION, International Edition fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21).

Product details

Imprint:
SOUTH-WESTERN
Publisher:
Cengage Learning
ISBN:
9780324665314
Publication date:
April 2009
Length:
214mm
Width:
276mm
Thickness:
24mm
Weight:
1360g
Edition:
International ed of 8th revised ed
Pages:
688
Illustrations:
col. Illustrations
Edition:
International ed of 8th revised ed
Audience:
Professional & scholarly
Illustrations:
Col. illustrations
Pages:
688
Illustrated:
True

Table of contents

PART I: INTEGRATED MARKETING COMMUNICATIONS: PROCESSES, BRAND EQUITY, AND MARCOM'S ROLE IN INTRODUCING NEW BRANDS. 1. Overview of Integrated Marketing Communications. 2. Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable. 3. Facilitating the Success of New Brands. PART II: THE FUNDAMENTAL MARCOM DECISIONS: TARGETING, POSITIONING, OBJECTIVE SETTING, AND BUDGETING. 4. Targeting. 5. Positioning. 6. Objective Setting and Budgeting. PART III: ADVERTISING MANAGEMENT. 7. Overview of Advertising Management. 8. Effective and Creative Advertising Messages. 9. Message Appeals and Endorsers. 10. Measuring Advertising Message Effectiveness. 11. Advertising Media: Planning and Analysis. 12. Traditional Advertising Media. 13. Internet Advertising. 14. Other Advertising Media. PART IV: SALES PROMOTION MANAGEMENT. 15. Sales Promotion and the Role of Trade Promotions. 16. Sampling and Couponing. 17. Premiums and Other Promotions. PART V: OTHER MARCOM TOOLS. 18. Marketing-Oriented Public Relations and Word-of-Mouth Management. 19. Event and Cause Sponsorships. 20. Signage and Point of Purchase Communications. PART VI: MARCOM CONSTRAINTS. 21. Ethical, Regulatory, and Environmental Issues.

Customer reviews & ratings

Be the first to write a review for this product.

Rate this product.

More buying options

Sell yours here
Showing 1-10 of 1 listing(s).
Price Condition Seller Comments Buy from 3rd Party
R400.00 + R40.00 Post office delivery Like New Claudio_ZA

Rating:

Ask a question (0)
Member since:
22 Jan 2012
Location:
Johannesburg, South Africa

Delivery: Dependent on 3rd party seller

Comments: Used for 6 months. Very little highlighting. Great condition.

Add to basket