Promotional Strategy. Managing The Marketing Communications Process

Cover Type: Hardcover
Book Condition: Fine
Jacket Condition: No Jacket
Publisher: Irwin/McGraw Hill
Publisher Place: USA
Publisher Year: 1994
Edition: Reprint

Description: 624 pages. Book appears to have hardly been read and is in Fine condition throughout.

Publishers Description: 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.

ISBN: 9780256122404