Promotion Management and Marketing Communications

by Terence A. Shimp

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• Format: Hardcover
• Language: English
• ISBN: 0030266432
• ISBN13: 9780030266430
• Release Date: January 1990
• Publisher: Dryden Press

Customer Reviews

overview of promotion mgt and imc

the importance of achieving integratio

chapter 3 and chapter 4,5,6

1.environmental,regulatory,and ethical issues in marketing communications 2.targeting intregrated marketing comunications -market segmentation -the communication process and fundamentals of buyer behavior -the role of persuasion

overview of promotion mgt and intergrated marketing communic

overview of promotion mgt and intergrated marketing communications.the importance of achieving integration.concept od brand-equity is emphasized