Advertising, promotion, and supplemental aspects of  integrated marketing communications
By: Terence A. Shimp.
Contributors: Shimp, Terence A.
Edition: 4th ed.
Series: The Dryden Press series in marketing
Publisher: Dryden Press
Published: 1997
Place of publication: Fort Worth
Language: eng
Number of pages: 589
Subjects: Communication in marketing.; Sales promotion.; Advertising.; Direct marketing.
Notes: Includes bibliographical references and index.
Rev. ed. of: Promotion management & marketing communications. 3rd ed. c1993.