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Promotional strategy : marketing communications in practice

Author: Ludi Koekemoer; Steve Bird; Institute of Marketing Management.
Publisher: Kenwyn : Juta, 1998.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Written for the Institute of Marketing Management's (IMM) course in Marketing Communications, this text integrates a practical approach with current theory and also incorporates study objectives and  Read more...

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Document Type: Book
All Authors / Contributors: Ludi Koekemoer; Steve Bird; Institute of Marketing Management.
ISBN: 0702143707 9780702143700
OCLC Number: 44861041
Notes: "Prepared in association with the Institue of Marketing Management."
Description: xii, 464 pages : illustrations ; 30 cm
Contents: Ch. 1. The integrated marketing communication mix --
ch. 2. Principles of communication --
ch. 3. The nature and scope of advertising --
ch. 4. Planning the advertising --
ch. 5. Advertising creativity --
ch. 6. Advertising media --
ch. 7. Principles of personal selling --
ch. 8. Personal selling in practice --
ch. 9. Principles of sales promotion --
ch. 10. Sales promotion in practice --
ch. 11. Principles of direct marketing --
ch. 12. Direct marketing in practice --
ch. 13. Principles of public relations --
ch. 14. Public relations in practice --
ch. 15. Sponsorship.
Responsibility: Ludi Koekemoer, ed. ; authors, Steve Bird [and others].

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