Cet ouvrage commence par une introduction sur la promotion en tant que composante de la stratégie de marketing d’une entreprise. Pour les étudiants qui ont déjà des connaissances élémentaires en marketing, le premier chapitre peut servir de révision; pour ceux qui n’ont pas encore étudié dans le domaine, il servira à poser les jalons d’une étude réaliste du rôle que joue la promotion dans l’ensemble de l’activité marketing.

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This book is in Good Used condition

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Business Essentials, a series of targeted course books cover Edexcel's current guidance for the Higher Nationals in Business, but also offer the ideal solution for a multitude of other business related courses.

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This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest media venue, the Internet. Under its new title, Media Promotion and Marketing for Broadcast, Cable and the Internet, 5ed it takes a fresh look at the industry and the latest strategies for media promotion and marketing. The book explores the scope and goals of media production from the perspectives of network and local television, cable, Internet and radio, including public broadcasting. Topics include: goals of promotion; research in promotion; on-air, print, and Web message design; radio promotion; television network and station promotion and new campaigns; non-commercial radio and television promotion; cable marketing and promotion; research and budgeting for promotion; syndicated program marketing; global and international promotion and marketing; and online marketing and promotion. *The Glossary is back! *Learn how to build a TV/cable/radio/Internet audience *Understand streaming media as a powerful promotion tool

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Quantitative marketing as a discipline started around the mid 60's and has been dominated by only a handful of individuals. Robert Blattberg is one of them and has been a leader in setting a research agenda for this discipline. The collection of articles in this book along with commentary by some of his doctoral students is a magnificent testament to the genius of Robert Blattberg. The chapters in this book are organized into six parts. The first part, titled 'Early Bob', traces research which he completed during the first decade after he joined University of Chicago. The second part is titled 'Statistical Bob'. This part comprises papers that Robert wrote in characterizing the response of consumers to dealing. The third part is titled 'Promotional Bob', and covers roughly a ten-year stretch from 1987 to 1996. The fourth part titled 'Big Bob', describes Robert's contribution to and impact on marketing practice. The fifth part is titled 'Direct Bob', and focuses on what customer level data should be gathered, how they should be organized, linked and analyzed, and what metrics should be used to assess customer value.The sixth and final part titled 'Micro-Macro Bob', is not genre or area specific as much as an illustration of Robert's overall research interests in marketing-mix modeling.

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ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.

Price: $203.49 USD

ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS integrates all aspects of marketing communication. Complete with updates on new literature and practioner developments, this text offers a comprehensive treatment on the fundamentals of advertising and promotion.

Price: $206.99 USD