Promotion and Integrated Marketing Communication Book

Designed to meet the needs of the business student, this text provides balanced coverage of all communication tools-advertising, personal selling, sales promotion, sponsorship, direct marketing, point-of-purchase, public relations, and Internet communications. Unlike other books, this unique text teaches future business professionals how all the promotional tools work. More importantly, it teaches them how to integrate their use for maximum effect.

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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, point-of-purchase, public relations and Internet communications. Semenik (business, Montana State U.) includes chapters on Internet advertising and e-commerce as well as profiles of people working in the promotions field and their thoughts on their jobs. Annotation c. Book News, Inc., Portland, OR (booknews.com)