Integrated Marketing Communications in Advertising Promotion pdf epub mobi txt 电子书下载 2025

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出版者:South-Western, Div of Thomson Learning

作者:Terence A. Shimp

出品人:

页数:688

译者:

出版时间:2009-04-26

价格:0

装帧:Paperback

isbn号码:9780324665314

丛书系列:

图书标签:

IMC
textbook
营销
英文原版
学术
D1、商科
Chulalongkorn
521marketing_communications

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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).