Promotional Strategy. Managing The Marketing Communications Process
Engel James F
$21.90
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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
(155169)
624 pages. Book appears to have hardly been read and is in Fine condition throughout.
