UNIT 3
Promotion
In the last chapter, we discussed ‘product’, one of the Ps in the marketing mix. This chapter will focus on promotion, the next P of marketing mix. Promotion as a tool in the hands of the marketer is synonymous with marketing communication. In this chapter, we will study marketing communication aimed at stakeholders like customers (physicians), consumers (patients) and intermediaries (retailers).
3.1 MARKETING COMMUNICATIONS
Marketing communications are the means by which firms attempt to inform, persuade and remind consumers—directly or indirectly—about the products and brands they sell. In a sense, marketing communications ...
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