Advertising, Promotion, and other aspects of Integrated Marketing Communications -

Advertising, Promotion, and other aspects of Integrated Marketing Communications

By J. Craig Andrews, Terence Shimp, Terence Shimp



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Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today's leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today's popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

Product code: 9781337282659

ISBN 9781337282659
Dimensions (HxWxD in mm) H277xW217xS25
No. Of Pages 635
Publisher Cengage Learning, Inc
Edition 10th edition