Shimp, Terence A. creator Shimp, Terence A. Title Boston, MA Cengage Learning 2013 9th Edition eng xix, 635 pages color illustrations 28 cm "Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data and analytic techniques with one of today's leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today's popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns." Terence A. Shimp and J. Craig Andrews Includes index English Communication in marketing Sales promotion Cir 658.82 Sh629 2013 9781133191421 210812 20250327102653.0