TY  - BOOK
T1  - Promotional mix strategy
LA  - English
PP  - Sunrise, Fld.
PB  - de Visuals
YR  - 1991
UL  - http://discoverylib.upm.edu.my/discovery/Record/73561
AB  - Outlines the promotional mix areas of advertising, personal selling, sales promotion and publicity. Discusses with examples of how product life cycle, market factors, and push vs. pull all impact promotional strategy. Concludes with discussion by three marketing executives as to the promotional mix of their own firms.
CN  - HF5438.5 P965 (093000588)
KW  - Marketing.
KW  - Sales promotion.
ER  -