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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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.
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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
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