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Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications

Shimp, Terence A.; Delozier, M.Wayne

 
9780030352713: Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications

Inhaltsangabe

Emphasizing the importance of integrated marketing communications concepts in all aspects of an IMC program, this textbook discusses the role of IMC in brand-equity enhancement, the customer's perspective, product adoption and point-of-purchase advertising, advertising management, sales promotion ma

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