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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

14 Reviewing and Extending the Concepts

Objectives Review and Key Terms

Objectives Review

In this chapter, you learned how companies use integrated marketing communications (IMC) to communicate customer value. Modern marketing calls for more than just creating customer value by developing a good product, pricing it attractively, and making it available to target customers. Companies also must clearly and persuasively engage current and prospective consumers and communicate that value to them. To do this, they must blend five promotion mix tools, guided by a well-designed and implemented IMC strategy.

Objective 14-1 Define the five promotion mix tools for communicating customer value. (pp 400401)

A company’s total promotion mix—also called its ...

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Publisher Resources

ISBN: 9780134492513