Integrated Marketing Communications in Advertising and Promotion - Terence A. Shimp - 8th Ed

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).

Book like new! Pages neat and clean and binding tight! Slight surface scratching on cover. This is the 8th Edition.

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