PROMO2 (with CourseMate Printed Access Card) / Edition 2

PROMO2 (with CourseMate Printed Access Card) / Edition 2

by Thomas O'Guinn, Chris Allen, Richard J. Semenik
     
 


Created by the continuous feedback of a "student-tested, faculty-approved" process, PROMO 2e delivers a visually appealing, succinct print component, tear-out review cards for students and instructors and a consistent online offering with CourseMate that includes an eBook in addition to a set of interactive digital tools all at a value-based price and proven to… See more details below

Overview


Created by the continuous feedback of a "student-tested, faculty-approved" process, PROMO 2e delivers a visually appealing, succinct print component, tear-out review cards for students and instructors and a consistent online offering with CourseMate that includes an eBook in addition to a set of interactive digital tools all at a value-based price and proven to increase retention and outcomes. PROMO 2e 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:
9781133626176
Publisher:
Cengage Learning
Publication date:
02/09/2012
Series:
Engaging 4LTR Press Titles in Marketing Series
Edition description:
New Edition
Pages:
368
Sales rank:
128,192
Product dimensions:
8.30(w) x 10.70(h) x 0.60(d)

Table of Contents


PART I: THE PROCESS OF BRAND PROMOTION IN MARKETING. 1. The World of Integrated Marketing Communication. 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. Endnotes. Glossary. Company Index. Subject Index.

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