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Promo

Promo


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About the Book

Created through a 'student-tested, faculty-approved' review process with students and faculty, "Promo" is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price. "Promo" employs relevant ads, exhibits, and photographs to capture your students' interest and through its concise writing style, gives them a solid understanding of promotion along with the challenges facing the promotion, advertising, and marketing industries.

Table of Contents:
PART I. The Process of Brand Promotion in Marketing. 1. The World of Integrated Brand Promotion. 2. The Promotion Industry. 3. The Evolution of Promoting Brands. PART II. Understanding the Market and Environment for Promoting Brands. 4. Understanding the Marketing Environment: Segmentation, Targeting and Positioning. 5. Understanding Buyer Behavior and the Communication Process. 6. The Regulatory and Ethical Environment of Promotions. 7. The International Market Environment for Brand Promotion. PART III. The Tools, Evaluation and Measurement of Brand Promotion. 8. Messaging and Media Strategies. 9. The Internet. 10. Direct Marketing . 11. Sales Promotion and Point of Purchase. 12. Sponsorship, Product Placements, and Branded Entertainment . 13. Public Relations, Influencer Marketing, Social Media and Corporate Advertising. 14. Personal Selling and Sales Management. 15. Measuring the Effectiveness of Brand Promotions.


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Product Details
  • ISBN-13: 9780538473279
  • Publisher: Cengage Learning, Inc
  • Publisher Imprint: South-Western
  • Height: 246 mm
  • Returnable: N
  • Weight: 867 gr
  • ISBN-10: 0538473274
  • Publisher Date: 26 Jun 2010
  • Binding: SA
  • Language: English
  • Spine Width: 20 mm
  • Width: 189 mm


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