Promotional Strategy : An Integrated Marketing Communication Approach, Ninth Edition

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9781893673052: Promotional Strategy : An Integrated Marketing Communication Approach, Ninth Edition
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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, and corporate advertising are all component parts of one integrated promotional mix. Today, most other authors and marketing practitioners also advocate this integrated marketing communication approach.

The book presents numerous practical, real-world examples, illustration, advertisements and cases and has been thoroughly updated and expanded to include topics of greatest importance to today's students and marketing practitioners.

A thorough discussion of the Internet for advertising and direct marketing is presented and media promotion and utilization statistics have been updated through 1999.

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From the Publisher:

This is the ninth edition of a very successful book that has proven invaluable to students and marketing professionals over the years. The inclusion of new, emerging topics as well as the proven marketing communication approach make it a valuable resource for these individuals.

About the Author:

All the authors have established credentials in the promotion/advertising arena and have lengthy experience in teaching as well as consulting with major corporations.

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Reece, Bonnie B., Kinnear, Thomas C., Wa
Published by Pinnaflex Educational Resource (2000)
ISBN 10: 1893673057 ISBN 13: 9781893673052
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Bonnie B. Reece; Thomas C. Kinnear; Martin R. Warshaw; James F. Engel
Published by Pinnaflex Educational Resources inc (2000)
ISBN 10: 1893673057 ISBN 13: 9781893673052
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