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Promotional Strategy: An Integrated Marketing Communication Approach
by , ,
The book takes an innovative approach to promotional strategy and focuses on the integration of the entire promotion mix, not just advertising. As with prior editions, this edition is built on a solid behavioral foundation.
The authors' conviction is that advertising, trade promotion, consumer promotion, personal selling, direct marketing, public relations and publicity, a...more
Paperback, Ninth Edition, 690 pages
Published April 28th 2000 by Pinnaflex Educational Resources Inc
(first published April 2000)
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