Advertising and Sales Promotion Strategy

Front Cover
Addison-Wesley, 1998 - Business & Economics - 483 pages
For courses in Advertising Principles. Advertising and Sales Promotion Strategy explores the full range of advertising principles and prepares prospective managers to understand the topic of promotion well enough to be able to design successful strategies. Interdisciplinary in focus, it integrates perspectives from marketing, economics, psychology, anthropology, and operations research. It captures the constantly changing nature of promotion, highlighting how firms develop new media, appeals, and methods to better compete with their rivals in a dynamic environment.

From inside the book

What people are saying - Write a review

We haven't found any reviews in the usual places.


The Regulatory Environment
Regulation of Specific Forms of Advertising
Advertising Agencies and the Creative

33 other sections not shown

Other editions - View all

Common terms and phrases

Bibliographic information