Promotional Strategy Author:James F. Engel, Hugh G. Wales, Martin R. Warshaw 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 »bles for use alone or in combination to communicate the want-satisfying attributes of products and services. The approach throughout is to develop fundamental considerations as background and then to focus on managerial issues and problems. Much of the usual descriptive content in books on advertising and promotion has been condensed and integrated, whenever possible, into a discussion of the theory and rationale of the various topics that are covered.« less