Pkg Promo + Pac

Name: Pkg Promo + Pac
Price: 77.56 USD
Availability: InStock
ISBN: 9781111826116

ISBN-10: 1111826110

ISBN-13: 9781111826116

Edition: 2011

Authors: Thomas (Thomas O'Guinn) O'Guinn, Chris Allen, Richard J. Semenik

List price: $69.95

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Description:

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. PROMO is written in a concise style with plenty of real-world examples to illustrate the concepts of promotion and give students a glimpse into the industry and the challenges it faces.

Book details

List price: $69.95
Copyright year: 2011
Publisher: Cengage South-Western
Publication date: 3/21/2011
Binding: Mixed Media
Pages: 368
Size: 8.50" wide x 10.75" long x 0.75" tall
Weight: 1.892
Language: English




The Process of Brand Promotion in Marketing



The World of Integrated Brand Promotion



The Promotion Industry



The Evolution of Promoting Brands



Understanding the Market and Environment for Promoting Brands



Understanding the Marketing Environment: Segmentation, Targeting and Positioning



Understanding Buyer Behavior and the Communication Process



The Regulatory and Ethical Environment of Promotions



The International Market Environment for Brand Promotion



The Tools, Evaluation and Measurement of Brand Promotion



Messaging and Media Strategies



The Internet



Direct Marketing



Sales Promotion and Point of Purchase



Sponsorship, Product Placements, and Branded Entertainment



Public Relations, Influencer Marketing, Social Media and Corporate Advertising



Personal Selling and Sales Management



Measuring the Effectiveness of Brand Promotions