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ISBN-10: 0538473274

ISBN-13: 9780538473279

Edition: 2011

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

List price: $69.95
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Book details

List price: $69.95
Copyright year: 2011
Publisher: Cengage South-Western
Publication date: 6/26/2010
Binding: Paperback
Pages: 368
Size: 8.25" wide x 10.75" long x 0.75" tall
Weight: 1.892
Language: English

Thomas C. O'Guinn is Professor of Marketing at The University Of Wisconsin-Madison. He is also Research Fellow in the Center for Brand and Product Management, also at U.W.-Madison. Thomas has published widely. He has served on many editorial and advisory boards, and his research has won several awards. He has assisted several major marketers with their advertising and marketing. He is currently involved with UW-Madison's Design for Business Thinking initiative. He has never owned a mini-van.

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