This text explores the development of a promotional program for a business or non-profit enterprise from a managerial perspective with a solid foundation in communication and communication behaviour theory.

Promotional Strategy: Managing the Marketing Communications Process (The Irwin Series in Marketing)

Business & Money

Engel, James F.

Kinnear, Thomas C.

Warshaw, Martin R.

Management & Leadership

Richard D.Irwin

Promotional Strategy, International: Managing the Marketing Communications Process (Irwin Series in Marketing)

Kinnear, Thomas

Engel, James

Irwin Professional Publishing

The book takes an innovative approach to promotional strategy and focuses on the integration of the entire promotion mix, not just advertising. As with prior editions, this edition is built on a solid behavioral foundation. 
The authors' conviction is that advertising, trade promotion, consumer promotion, personal selling, direct marketing, public relations and publicity, and corporate advertising are all component parts of one integrated promotional mix. Today, most other authors and marketing practitioners also advocate this integrated marketing communication approach. 
The book presents numerous practical, real-world examples, illustration, advertisements and cases and has been thoroughly updated and expanded to include topics of greatest importance to today's students and marketing practitioners. 
A thorough discussion of the Internet for advertising and direct marketing is presented and media promotion and utilization statistics have been updated through 1999.

Promotional Strategy: An Integrated Marketing Communication Approach

Reece, Bonnie B.

Marketing & Sales

Pinnaflex Educational Resources inc

See the best price to sell, buy, or rent books by Warshaw, Martin R.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Warshaw, Martin R.