Promotion management / John J Burnett.
Material type:
TextPublication details: Boston :USA Houghton Mifflin, 2002.Description: xix, 743p. : illISBN: - 0395565537
- HF5438.5 .B843
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Methodist University Library Main General Stacks | Reference | HF5438.5 .B843 (Browse shelf(Opens below)) | Available | 10981 |
Includes index.
Promotion Management: An Overview 3
Marketing strategy: Segmentation and positioning 36
Promotion and the Marketing mix 76
The Sociocultural Environment 113
Decision making by Buyers 153
The legal Environment 196
Marketing Communication 239
Advertising: Its role and structure 273
Planning an Advertising Campaign 307
Sales Promotion to consumers 345
Sales Promotion to salespeople and the trade 383
Public Relations 410
Promotional media 445
Advertising on the media of the future 493
Developing the media plan 497
Personal Selling 534
Slow changes at fuller Brush 561
Developing the promotion Budget 569
Measuring Promotional Performance 602
Promoting through direct marketing 649
International marketing and promotion 685
Name index 733
Subject index 737
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