Rilegato

ISBN 10: 0321014111 ISBN 13: 9780321014115

Casa editrice: Prentice Hall, 1997

For courses in Advertising Principles. Advertising and Sales Promotion Strategy explores the full range of advertising principles and prepares prospective managers to understand the topic of promotion well enough to be able to design successful strategies. Interdisciplinary in focus, it integrates perspectives from marketing, economics, psychology, anthropology, and operations research. It captures the constantly changing nature of promotion, highlighting how firms develop new media, appeals, and methods to better compete with their rivals in a dynamic environment.