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 .

Includes index.

Includes bibliographical references.

0030103525 (hbk.)


Communication in marketing.
Sales promotion.
Advertising.
Direct marketing.