Titre :	Promotion : Persuasive communication in marketing
Type de document :	texte imprimé
Auteurs :	Rollie TILLMAN, Auteur ; C. A. KIRKPATRICK, Auteur
Editeur :	Richard D. Irwin, Inc.
Année de publication :	1972
Importance :	536
Format :	23 cm
Langues :	Anglais (eng)
Index. décimale :	Marketing/ Communication/ Behavior/ Adversiting
Résumé :	This edition opens with an introduction of the promotion topic as a component of the marketing strategy of a firm. For students who have had a beginning maketing course, for those coming to the book from other backgrounds this volume serves to set the stage for a realistic look at the role of promotion in the total marketing effort of the firm. The authors explore some concepts from behavioral sciences as they relate to buyer behavior and to the communication process.

Promotion : Persuasive communication in marketing [texte imprimé] / Rollie TILLMAN, Auteur ; C. A. KIRKPATRICK, Auteur . - Richard D. Irwin, Inc., 1972 . - 536 ; 23 cm.
Langues : Anglais (eng)

Index. décimale :

Marketing/ Communication/ Behavior/ Adversiting

Résumé :

This edition opens with an introduction of the promotion topic as a component of the marketing strategy of a firm. For students who have had a beginning maketing course, for those coming to the book from other backgrounds this volume serves to set the stage for a realistic look at the role of promotion in the total marketing effort of the firm. The authors explore some concepts from behavioral sciences as they relate to buyer behavior and to the communication process.