Promo (with Printed Access Card)

Promo (with Printed Access Card)

by Thomas O'Guinn, Richard Allen
     
 

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ISBN-10: 0538473274

ISBN-13: 9780538473279

Pub. Date: 06/29/2010

Publisher: Cengage Learning

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

Overview

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.

Product Details

ISBN-13:
9780538473279
Publisher:
Cengage Learning
Publication date:
06/29/2010
Series:
Available Titles CourseMate Series
Edition description:
Student
Pages:
368
Product dimensions:
8.40(w) x 10.50(h) x 0.60(d)

Table of Contents

PART I. The Process of Brand Promotion in Marketing. 1. The World of Integrated Brand Promotion. 2. The Promotion Industry. 3. The Evolution of Promoting Brands. PART II. Understanding the Market and Environment for Promoting Brands. 4. Understanding the Marketing Environment: Segmentation, Targeting and Positioning. 5. Understanding Buyer Behavior and the Communication Process. 6. The Regulatory and Ethical Environment of Promotions. 7. The International Market Environment for Brand Promotion. PART III. The Tools, Evaluation and Measurement of Brand Promotion. 8. Messaging and Media Strategies. 9. The Internet. 10. Direct Marketing . 11. Sales Promotion and Point of Purchase. 12. Sponsorship, Product Placements, and Branded Entertainment . 13. Public Relations, Influencer Marketing, Social Media and Corporate Advertising. 14. Personal Selling and Sales Management. 15. Measuring the Effectiveness of Brand Promotions.

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