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Integrated marketing communications in advertising and promotion /

Shimp, Terence A.,

Integrated marketing communications in advertising and promotion / by Terence A. Shimp. - Seventh edition. - Singapore : Thomson South Western, 2007. - xx, 629 pages : illustrations, tables, figures ; 25 cm.

Includes bibliographical references and index.

This chapter covered two major topics : marketing public relations and sponsor-ship marketing.

ISBN: 9789814221368

Subjects--Topical Terms:
Advertising.
Communication marketing.
Sales promotion.

Dewey Class. No.: 658.82 / S556i

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Integrated marketing communications in advertising and promotion /