9781563675515

Promotion in the Merchandising Environment

  • ISBN 13:

    9781563675515

  • ISBN 10:

    156367551X

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 08/10/2007
  • Publisher: Bloomsbury Academic

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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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