Advertising, Promotion, and other aspects of Integrated Marketing Communications

Andrews/Shimp's ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 11th Edition, provides comprehensive coverage of every aspect of marketing, including traditional methods such as advertising, sales promotion, branding, consumer behavior, media buying, public relations, packaging, POP communications and personal selling as well as emerging trends like social media, online practices and viral communications. This latest edition includes updates on environmental, regulatory and ethical issues and AI's impact on IMC and brand generation with up-to-date coverage of environmental marketing, social media advertising, direct marketing, AI in public relations and successful selling.