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Advertising,Promotion, and other aspects of integrated marketing communications

by [Shimp, Terence A.].
Publisher: Mason, OH Thomson/South-Western, 2007Edition: 7th ed.Description: xxii,. 629 p ill. 29 cm.ISBN: |a.Subject(s): -- Sales promotion. -- Advertising. -- Direct marketingOnline resources: Contributor biographical information |u http://www.loc.gov/catdir/enhancements/fy1514/2005936424-b.html Table of contents only |u http://www.loc.gov/catdir/enhancements/fy1514/2005936424-t.html
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ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practitioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.

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