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Advertising Promotion and Other Aspects of Integrated Marketing Communications, 8th Edition

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Advertising Promotion and Other Aspects of Integrated Marketing Communications, 8th Edition
The eighth edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS 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). For valuable information on pricing, previous editions, changes to current editions and alternate formats, please visit www. cengage. com/highered to search by ISBN#, author, title or keyword for materials in your areas of interest. ... Read More »

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