Titel: Promotional Strategy: Managing the Marketing Communications Process (Mcgraw Hill/Irwin Series in Marketing)
Verlag: Richard D Irwin (edition 8 Sub)
Ver�ffentlichungsdatum: 1994
Sprache: Englisch
ISBN-10: 0256122407
ISBN-13: 9780256122404
Bindung: Hardcover
Ausgabe: 8 Sub.
Zustand: Good

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Inhaltsangabe

Engel, Warshaw, and Kinnear represents sophisticated coverage of the development of a promotional program for a business or non-profit enterprise from a managerial perspective. The structure is based on providing the students with a thorough understanding of consumer decision processes and communication theory. "PROMOTIONAL STRATEGY" concludes with a thorough discussion of the economic and social dimensions of promotion.

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