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Promotional Strategy

ISBN13: 9780702143700
ISBN: 0702143707
Binding: Paperback
List Price: $34.0
Publisher: Juta Academic
Published Date:
Pages: 480

When you integrate the tools of promotional strategy such as: advertising; personal selling; sales promotion; direct marketing; and public relations, you build a powerful communications strategy. This text covers all aspects of the promotional mix. Written for the Institute of Marketing Management's (IMM) course in Marketing Communications it integrates a practical approach with late 20th century theory.