Marketing communications : personal selling, sales promotion, advertising and public relations.
Quelch discusses the full range of promotion methods available to the marketer, outlines the steps involved in developing a promotion plan, tells how to evaluate the overall effectiveness of a promotion plan, and concludes by showing how companies combine their promotion activities into an integrate...
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| Language: | English |
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Olathe, KS:
RMI Media Productions,
1999.
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