Lecture Marketing: The core (5/e): Chapter 14 – Kerin, Hartley, Rudelius

Chapter 14: Integrated marketing communications and direct marketing. When you finish this chapter, you should: Discuss integrated marketing communication and the communication process; describe the promotional mix andthe uniqueness of each component; select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategy;...
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Lecture Marketing: The core (5/e): Chapter 14 – Kerin, Hartley, Rudelius