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.
具体描述
读后感
评分
评分
评分
评分
用户评价
相关图书
本站所有内容均为互联网搜索引擎提供的公开搜索信息，本站不存储任何数据与内容，任何内容与数据均与本站无关，如有需要请联系相关搜索引擎包括但不限于百度，google,bing,sogou 等
© 2025 qciss.net All Rights Reserved. 小哈图书下载中心 版权所有