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Promotional Strategy : An Integrated Marketing Communication Approach, Ninth Edition
Promotional Strategy An Integrated Marketing Communication Approach Ninth Edition
Author: James F. Engel, Martin R. Warshaw, Thomas C. Kinnear, Bonnie B. Reece
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 marketin...  more »
ISBN-13: 9781893673052
ISBN-10: 1893673057
Pages: 690
Edition: 9th Rev
Rating:
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Publisher: Pinnaflex Educational Resources Inc
Book Type: Paperback
Members Wishing: 0
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