Promotion management and marketing communications

Promotion management and marketing communications

Promotion Management and Marketing Communications is intended for use in undergraduate or graduate courses that are variously titled promotion management, promotion strategy, or marketing communications. The text integrates marketing-communications theory, concepts, and research with in-depth treatm...

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Bibliographic Details
Main Author: Shimp, Terence A (Author)
Format: Book
Published: Chicago Dryden Press 1990
©1990
Edition:Second Edition
Subjects:
Sales promotion
Direct marketing
Communication in marketing
Advertising
Online Access:Click Here to View Status and Holdings.
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Summary:Promotion Management and Marketing Communications is intended for use in undergraduate or graduate courses that are variously titled promotion management, promotion strategy, or marketing communications. The text integrates marketing-communications theory, concepts, and research with in-depth treatment of all elements of the promotion mix-advertising, sales promotions, personal selling, public relations, and point-of-purchase communications.
Physical Description:xxi, 673 pages, [8] p. of plates some color illustrations 25 cm
Bibliography:Includes bibliographical references and indexes.
ISBN:0030266432

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