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Book Categories |
| Preface | xix | |
| Part 1 | Role of Promotion | |
| 1 | Promotion: a Global Perspective | 2 |
| 2 | Consumer Behavior | 28 |
| Part 2 | Promotion Structure | |
| 3 | Promotion Organizations | 60 |
| 4 | Planning | 90 |
| 5 | Budget | 116 |
| 6 | Promotional Aspects of Forecasting | 148 |
| Part 3 | Promotion Mix | |
| 7 | Advertising and the Creative Process | 178 |
| 8 | Print Media | 216 |
| 9 | Broadcast Media | 260 |
| 10 | Direct Marketing | 286 |
| 11 | Sales Promotion | 326 |
| 12 | Publicity and Public Relations | 354 |
| 13 | Personal Selling | 382 |
| 14 | Special Events | 410 |
| 15 | Fashion Shows | 436 |
| 16 | Visual Merchandising | 464 |
| Part 4 | Evaluation and Accountability | |
| 17 | Measuring Promotional Effectiveness | 494 |
| 18 | Social Impact and Ethical Concerns | 524 |
| References | 551 | |
| Glossary | 561 | |
| Index | 577 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Madeline Vargas
reviewed Promotion in the Merchandising Environment on December 06, 2018
Promotion in the Merchandising Environment
What a fun read and I learned the ancient history of the mullet. Wow I was entertained and educated.
Favourite mullet synonyms: Yep-Nope and Ape-Drape
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