Promotional Strategy

by Ludi Koekemoer, C. Skinner, B. van der Westhuizzen

This book, written uniquely for the South African market, has the following key it integrates the six key elements in the promotional mix - advertising, personal selling, sales promotion, direct marketing, public relations and sponsorship; it combines a practical approach with the latest theory; it is user friendly and interactive in presentation; it is written for students and practitioners in the field of marketing; it incorporates study objectives and self-evaluation; and it explores the value of the Internet as an effective marketing communications tool.
Written by practitioners and academic experts, Promotional Strategy is essential reading for students, marketing personnel, and anyone seeking insight into the dynamic world of marketing.

480 pages, Paperback

First published January 1, 1999