Promotional Strategy: Managing the Marketing Communications Process (Mcgraw Hill/Irwin Series in Marketing)

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9780256122404: Promotional Strategy: Managing the Marketing Communications Process (Mcgraw Hill/Irwin Series in Marketing)
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This text explores the development of a promotional program for a business or non-profit enterprise from a managerial perspective with a solid foundation in communication and communication behaviour theory.

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James F. Engel, Martin R. Warshaw, Thomas C. Kinnear
Published by Richard D Irwin (1994)
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James F. Engel; Martin R. Warshaw; Thomas C. Kinnear
Published by Richard D Irwin (1994)
ISBN 10: 0256122407 ISBN 13: 9780256122404
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