| Description |
xix, 743 pages : illustrations (some color) ; 24 cm |
| Contents |
Pt. I. Marketing and Promotion -- Ch. 1. Promotion Management: An Overview, Marketing to College Students, Case One: Advertising the Army -- Ch. 2. Marketing Strategy: Segmentation and Positioning, What Killed the Merkur?, Case Two: Segmenting the Lawn-Mowing Public -- Ch. 3. Promotion and the Marketing Mix, Post-its: a New Product Category, Case Three: Mazda Reinvents the Sports Car -- Pt. II. Determining Promotional Opportunities -- Ch. 4. The Sociocultural Environment, Marketing's Green Revolution, Case Four: Pitching Outside Your Own Ballpark -- Ch. 5. Decision Making by Buyers, Science or Snooping?, Case Five: Gillette Goes High Tech -- Ch. 6. The Legal Environment, Volvo and the Question of Deceptive Advertising, Case Six: Will Power's Surveys Lose Their Punch? -- Pt. III. The Promotional Mix -- Ch. 7. Marketing Communication, Selling From Beyond the Grave, Case Seven: Doneghel Speaks Up -- Ch. 8. Advertising: Its Role and Structure, Furniture That People Live In, Case Eight: Diet Coke Changes the Battlefield -- Ch. 9. Planning as Advertising Campaign, The Creation of a Great Commercial, Case Nine: Remaking a Big Image With a Little Humility -- Ch. 10. Sales Promotion to Consumers, Miller's New Pitch, Case Ten: Wendy's Promotes to Kids -- Ch. 11. Sales Promotion to Salespeople and the Trade, The Dilemma of Trade Promotions, Case Eleven: Motivation at Mary Kay -- Ch. 12. Public Relations, Disposable Diaper Makers on the Defensive, Case Twelve: Trying to Change a State's Image -- Ch. 13. Promotional Media, Fragrant Appeals, Case Thirteen: Advertising on the Media of the Future -- Ch. 14. Developing the Media Plan, Attack or Attract?, Case Fourteen: Crayola On the Comeback Trail -- Ch. 15. Personal Selling, Kimberly-Clark Counts on its Sales Force, Case Fifteen: Slow Changes at Fuller Brush -- Pt. IV. Budgeting and Assessing Promotion -- Ch. 16. Developing the Promotion Budget, The Best Laid Plans, Case Sixteen: United Way Changes Its Ways -- Ch. 17. Measuring Promotional Performance, Tying Agency Pay to Performance, Case Seventeen: Advertisements That Are Good For Your Health -- Pt. V. Special Applications -- Ch. 18. Promoting Through Direct Marketing, Teaming Up to Target Families, Case Eighteen: Am Ex Does It Direct -- Ch. 19. International Marketing and Promotion, Proctor & Gamble Takes on Europe, Case Nineteen: Advertising in Japan |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Advertising.
|
|
Marketing.
|
|
Sales promotion.
|
| LC no. |
91072008 |
| ISBN |
0395565537 |
|
0395565545 |
|
