Advertising, promotion, and supplemental aspects of integrated marketing communications /
Shimp, Terence A.
Shimp, Terence A.Promotion management & marketing communications.
Fort Worth, Tex. ; London : Dryden Press,
c1997.
Previous ed. published as: Promotion management & marketing communications. Fort Worth : Dryden Press, 1993
Includes bibliographic references and index
Advertising.
Communication in marketing.
Sales promotion.
Direct marketing.