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9781111826116

PROMO (with Marketing CourseMate with eBook Printed Access Card)

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  • ISBN13:

    9781111826116

  • ISBN10:

    1111826110

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2011-03-21
  • Publisher: South-Western College Pub
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List Price: $70.00

Summary

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.

Table of Contents

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
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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