Promotional strategy: Managing the marketing communications process

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Promotional strategy: Managing the marketing communications process image
ISBN-10:

0256021562

ISBN-13:

9780256021561

Author(s): Engel, James F.
Edition: 4th
Released: Jan 01, 1979
Publisher: R.D. Irwin
Format: Hardcover, 755 pages

Description:

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.

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