Advertising and Promotion: An Integrated Marketing Communications

-The book covers the topic of international market segmentation across consumption and communication categories, including identity, demographics, and consumer decisions and online habits.

-It discusses the repositioning of the public relations field in developing countries and is explored in-depth, providing insights into how companies can manage their image in the eyes of consumers.

-The book examines e-detailing, which is a key way for successful implementation of digital technologies in pharmaceutical marketing.

-The scope, opportunities, and challenges of digital marketing are explored, including the impact of new technologies and channels on marketing.

-The book covers marketing communication and promotion in health services, providing insights into how healthcare providers can effectively promote their services to consumers.

-It is a concise textbook designed to meet the needs of marketing professional's, researchers, academics, management students specializing in marketing and making it accessible to anyone interested in advertising and promotion.