Promotional management / by Norman Govoni, Robert Eng, Morton Galper
Digitised Book 216.73.216.10 (0)
1993
Information About
This book aims to foster an understanding of the role of promotion in overall marketing strategy, and to identify the key elements of promotional management. It also attempts to show the interaction among the several variables in the promotional program, as well as to present a framework for analyzing the important promotion decisions.
Additional Details
- Title
- Promotional management / by Norman Govoni, Robert Eng, Morton Galper
- Creators
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- Govoni, Norman A. P.
- Subject
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- Marketing
- Sales promotion
- Publisher
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- Simon & Schuster, 1993
- National Library Board Singapore, 1993
- Contributors
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- Eng, Robert J.
- Galper, Morton
- Digital Description
- application/pdf, xiii, 578 p.
- Table of Contents
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- Part one. Promotional management: foundations -- Part two. The setting for the promotional effort -- Part three. Advertising and advertising management -- Part four. Personal selling and sales management -- Part five. Sales promotion and public relations -- Part six. Promotional management: broad perspectives -- Index.
- Edition
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- Prentice-Hall International ed.
- Copyright
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- All Rights Reserved. National Library Board Singapore 2009.