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Promotion in the Merchandising Environment 2nd Edition

ISBN: 9781563675515 | 156367551X
Edition: 2nd
Format: Hardcover
Publisher: Bloomsbury Academic
Pub. Date: 8/10/2007

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This comprehensive guide introduces promotion strategies and techniques that can be used in a fashion environment or transferred to other disciplines or product categories. Using international examples, the book takes a global perspective. An Integrated Marketing Communications (IMC) point of view is present throughout. In addition to covering the role and organizational structure of promotion and advertising and the creative elements involved, the text examines all the components of the promotion mix. Unlike other books in the field, it considers both personal and non-personal techniques.

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