Name: Promotional Strategy:Managing The Marketing Communications Process By ENGEL
SKU: 9780256122404
Price: 8.48 USD
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Promotional Strategy:Managing The Marketing Communications Process Summary

Promotional Strategy:Managing The Marketing Communications Process by ENGEL

Engel, Warshaw, and Kinnear represents sophisticated coverage of the development of a promotional program for a business or non-profit enterprise from a managerial perspective. The structure is based on providing the students with a thorough understanding of consumer decision processes and communication theory. "PROMOTIONAL STRATEGY" concludes with a thorough discussion of the economic and social dimensions of promotion.

PART 1 FUNDAMENTALS OF MARKETING COMMUNICATIONS1. Promotional Strategy: An Overview2. The Nature of Communications3. Consumer Response to Persuasive Communication4. A Decision-Making Framework for Promotional StrategyPART 2 ANALYZING THE MARKET5. Understanding the Consumer: Extended Problem Solving6. Understanding the Consumer: Limited Problem Solving7. Market Segmentation and PositioningPART 3 SETTING PROMOTIONAL OBJECTIVES AND APPROPRIATIONS8. Establishment of Objectives9. Determining the Promotional AppropriationPART 4 ADVERTISING STRATEGY10. The Advertising Message 10 Appendix: Designing and Producing the Mass Communication Message 11. Analysis of Mass Media Resources12. Media StrategyPART 5 SALES PROMOTION STRATEGY13. Working with Resellers: The Struggle for Channel Control14. Management of Consumer Sales PromotionPART 6 PERSONAL SELLING STRATEGY15. Personal Selling: Strategic Interpersonal Communications16. Managing the Sales ForcePART 7 OTHER FORMS OF PROMOTIONAL STRATEGY: DIRECT MARKETING, PUBLIC RELATIONS, PUBLICITY AND CORPORATE ADVERTISING17. Direct Marketing18. Public Relations, Publicity and Corporate AdvertisingPART 8 COORDINATION AND CONTROL19. Adaptation to the Legal Environment20. Working with the Advertising and Promotion Industry21. Measurement of Promotional EffectivenessPART 9 EPILOGUE22. Socio-Economic and Ethical Issues

Additional information

Sku

CIN0256122407G

ISBN 13

9780256122404

ISBN 10

0256122407

Title

Promotional Strategy:Managing The Marketing Communications Process by ENGEL

Author

ENGEL

Condition

Used - Good

Binding type

Hardback

Publisher

McGraw-Hill Education - Europe

Year published

1994-04-30

Number of pages

640

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

Promotional Strategy:Managing The Marketing Communications Process ENGEL

Promotional Strategy:Managing The Marketing Communications Process by ENGEL

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Promotional Strategy:Managing The Marketing Communications Process Summary

Promotional Strategy:Managing The Marketing Communications Process by ENGEL

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