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Advertising, promotion, and supplemental aspects of integrated marketing communications /

Shimp, Terence A.

Advertising, promotion, and supplemental aspects of integrated marketing communications / Terence A. Shimp. - 4th ed. - Fort Worth : Dryden Press, c1997. - xxiv, 589 p. : col. ill. ; 27 cm. - The Dryden Press series in marketing .

Rev. ed. of: Promotion management & marketing communications. 3rd ed. c1993.

Includes bibliographical references and index.

ISBN: 0030103525

LCCN: 96085295

Subjects--Topical Terms:
Communication in marketing.
Sales promotion.
Advertising.
Direct marketing.

LC Class. No.: HF5415.123 / .S54 1997

Dewey Class. No.: 658.8/2

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