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Promotional Strategy
by L Koekemoer ; B van der Westhuizzen ; C Skinner
Binding: Paperback, 480 pages
Publisher: Juta Academic
Weight: 0.5 pound
Dimension: H: 0.75 x L: 11.75 x W: 0.53 inches
ISBN 10: 0702143707
ISBN 13: 9780702143700
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Book Description:
When you integrate the tools of promotional strategy such as: advertising; personal selling; sales promotion; direct marketing; and public relations, you build a powerful communications strategy. This text covers all aspects of the promotional mix. Written for the Institute of Marketing Management's (IMM) course in Marketing Communications it integrates a practical approach with late 20th century theory.

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