Promotional strategy : managing the marketing communications process
著者
書誌事項
Promotional strategy : managing the marketing communications process
（The Irwin series in marketing）
Irwin, c1994
8th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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
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