January 2017
Beginner
580 pages
160h 2m
English
We have looked at the steps in planning and sending communications to a target audience. But how does the company determine its total promotion budget and the division among the major promotional tools to create the promotion mix? By what process does it blend the tools to create integrated marketing communications? We now look at these questions.
One of the hardest marketing decisions facing a company is how much to spend on promotion. John Wanamaker, the department ...