Shimp, Terence A. <br/><br/>
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 .
<br/><br/> Includes index. 
<br/><br/>Includes bibliographical references. 
<br/><br/><label>ISBN: </label>0030103525 (hbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.<br/>Sales promotion.<br/>Advertising.<br/>Direct marketing.