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Promotional Strategy
Promotional Strategy
Author: Martin R. Warshaw, Hugh G. Wales, James F. Engel
As a basic text, Promotional Strategy differs somewhat from many similar works. It builds on a rigorous base of consumer psychology and then proceeds to treat advertising, reseller stimulation, personal selling, and other communication tools as part of an overall promotional mix. In other words, various communication methods are treated as varia...  more »
ISBN: 194371
Publication Date: 3/1971
Pages: 651

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Publisher: Richard D. Irwin, Inc.
Book Type: Hardcover
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