TY  - BOOK
AU  - Shimp, Terence A.,
AU  - Chitty, William,
AU  - Barker, Nigel,
AU  - Valos, Michael,
TI  - Integrated marketing communications
SN  - 9780170191548
PY  - 2012///
CY  - 
PB  - Cengage Learning
KW  - HF COMMERCE
KW  - Communication in marketing
KW  - Pacific Area
KW  - Sales promotion
KW  - Marketing
N1  - 3rd asia pacific edition; 	pt. 1. The marketing communication process: a Conceptual Framework --; Ch. 1. Integrated marketing communications and brand equity enhancement ----; Ch. 2. The communication process ----; Ch. 3. Persuasion in marketing communications ----; Ch. 4. Market segmentation and brand positioning ----; pt. 2. Advertising management ----; Ch. 5. Advertising management ----; Ch. 6. Advertising strategy and implementation ----; pt. 3. Media strategies ----; Ch. 7. Broadcast media ----; Ch. 8. Print and support media ----; Ch. 9. Digital marketing ----; Ch. 10. Media planning and analysis ----; pt. 4. Elements of integrated marketing communications ----; Ch. 11. Direct marketing ----; Ch. 12. Sales promotion ----; Ch. 13. Marketing public relations and sponsorship marketing ----; Ch. 14. Personal selling ----; Ch. 15. Evaluating advertising effectiveness.--
N2  - This 3rd edition of Integrated Marketing Communications continues to offer comprehensive and focussed coverage of the Asia Pacific marketing communications environment
ER  -