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Test bank PROMO2 2nd Edition by Thomas OGuinn

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Test bank PROMO2 2nd Edition by Thomas OGuinn

Table of Contents

1. The World of Integrated Marketing Communication.
2. The Promotion Industry.
3. The Evolution of Promoting Brands.

PART II: UNDERSTANDING THE MARKET AND ENVIRONMENT FOR PROMOTING BRANDS.

4. Understanding the Marketing Environment: Segmentation, Targeting, and Positioning.
5. Understanding Buyer Behavior and the Communication Process.
6. The Regulatory and Ethical Environment of Promotions.
7. The International Market Environment for Brand Promotion.

PART III: THE TOOLS, EVALUATION, AND MEASUREMENT OF BRAND PROMOTION.

8. Messaging and Media Strategies.
9. The Internet.
10. Direct Marketing.
11. Sales Promotion and Point of Purchase.
12. Sponsorship, Product Placements, and Branded Entertainment.
13. Public Relations, Influencer Marketing, Social Media, and Corporate Advertising.
14. Personal Selling and Sales Management.
15. Measuring the Effectiveness of Brand Promotions.

Endnotes.
Glossary.
Company Index.

Description of PROMO2, 2nd Edition

Created by the continuous feedback of a “student-tested, faculty-approved” process, PROMO 2e delivers a visually appealing, succinct print component, tear-out review cards for students and instructors and a consistent online offering with CourseMate that includes an eBook in addition to a set of interactive digital tools all at a value-based price and proven to increase retention and outcomes. PROMO 2e employs relevant ads, exhibits, and photographs to capture your students’ interest and through its concise writing style, gives them a solid understanding of promotion along with the challenges facing the promotion, advertising, and marketing industries.

Testbank its for book  PROMO2, 2e

by Thomas O’Guinn; Chris Allen; Richard J. Semenik

  • Publisher: Cengage Learning
  • Print ISBN: 9781133626176, 1133626173

  • eText ISBN: 9781285014166, 1285014162

  • Edition: 2nd

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