Promotion and Integrated Marketing Communication with Infotrac College Edition [With Info Trac College Edition]

by Richard J. Semenik

Book Overview

Rather than focusing primarily on advertising, this textbook shows students how to achieve desired goals by integrating advertising, personal selling, sales promotion, sponsorship, direct marketing,... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0324062532
• ISBN13: 9780324062533
• Release Date: March 2001
• Publisher: Thomson South-Western
• Length: 582 Pages
• Weight: 3.40 lbs.
• Dimensions: 1.0" x 8.7" x 11.1"

Customer Reviews

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The best of it's kind for learning and teaching!

Promotion and Integrated Marketing Communications (IMC) by Richard J. Semenik is the best of it's kind. I purchased the book for an undergraduate course in IMC. The content illustrates real world situations as well as theory and provides useful and colorful examples including: advertisements from past and present, current statistics, diagrams and real stories from the industry's professionals like I have not found in any other books of it's kind! I currently use "Promotion and Integrated Marketing Communications" to teach seminars and collaborate with others in my field on workshops demonstrating tools and techniques, strategies and objectives neccessary for businesses to succeed in the present and how to prepare for the future!