The book takes an innovative approach to promotional strategy and focuses on the integration of the entire promotion mix, not just advertising. As with prior editions, this edition is built on a solid behavioral foundation.
The authors' conviction is that advertising, trade promotion, consumer promotion, personal selling, direct marketing, public relations and publicity, and corporate advertising are all component parts of one integrated promotional mix. Today, most other authors and marketing practitioners also advocate this integrated marketing communication approach.
The book presents numerous practical, real-world examples, illustration, advertisements and cases and has been thoroughly updated and expanded to include topics of greatest importance to today's students and marketing practitioners.
A thorough discussion of the Internet for advertising and direct marketing is presented and media promotion and utilization statistics have been updated through 1999.
具體描述
讀後感
評分
評分
評分
評分
用戶評價
相關圖書
本站所有內容均為互聯網搜索引擎提供的公開搜索信息，本站不存儲任何數據與內容，任何內容與數據均與本站無關，如有需要請聯繫相關搜索引擎包括但不限於百度，google,bing,sogou 等
© 2025 book.quotespace.org All Rights Reserved. 小美書屋 版权所有