Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications (The Dryden Press Series in Marketing) - Hardcover

Inhaltsangabe

Now available in an exciting, eye-catching, four-colour text, Shimp's Advertising, Promotion and Supplemental Aspect of Integrated Marketing Communications 4/e fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications and advertising media selection than any text on the market. Beginning in Chapter 1, the fourth edition takes a more extensive integrated marketing communication (IMC) perspective than in previous editions and also introduces a 'building-brand-equity' perspective that is utilised throughout the chapters following. More user friendly than ever, the text also includes a CD-ROM presentation disk for instructors to use in class. Organised by chapter, the animated disk includes videos, tables, figures, graphs, and overhead transparencies to support text material. Features: * Sophisticated yet student friendly, the text incorporates a lively writing style with myriad real-world examples that capture readers' interests. * The text provides up-to-date treatment of text concepts as well as complete coverage of practitioner-oriented material. * Chapter opening vignettes offer real-world illustrations of communications in practice, setting the stage for chapter concepts. * 'Focus on Marketing Communications' boxes in each chapter detail interesting developments in the field, while 'Global Focus' boxes enhance the text's global marketing perspective. * End-of-chapter review questions and exercise drive home chapter concepts and topics. New to this edition: * Treatment of integrated marketing communications (IMC) has been expanded in Chapter 1, and the importance of achieving integration is woven throughout the text. * For the first time, the text is presented in four colours. * Completely current, the fourth edition has been thoroughly revised and updated with the most recent material and examples available. * Point of Purchase discussions have been expanded, reflecting the more recent research available. * Ancillary materials now include a new instructor's classroom presentation CD-ROM. * All material has been thoroughly updated for the Instructor's Manual, which also provides special attention to the new presentation CD-ROM.

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