Promotional Management: Issues and Perspectives/ compiled by Norman Govoni, Robert Eng & Morton Galper.
Material type:
TextPublication details: Englewood Cliffs, N.J: Prentice-Hall, 1988.Description: xi, 305 p. : 24 cmISBN: - 9780137310357
- 0137310358
- 21 658.82 GO PR
- PL2749.C8 Z967 2019
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Main Library BAS-MKT | Business Studies | 658.82 GO PR (Browse shelf(Opens below)) | Available | 3000000572 |
Includes bibliographical references.
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.
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