Promotional strategy: Managing the marketing communications process
Published 1 January 1979
James F. Engel, Martin R. Warshaw, Thomas C. Kinnear
Citations77
Generate an AI Snapshot to get a quick, structured summary of this paper.
Study Snapshot
ObjectiveStudy objective
MethodsResearch methodology
PopulationPopulation studied
Sample sizeSample sizes
OutcomesStudy outcomes here
ResultsStudy results comes here
LimitationsResearch study limitations comes here
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
Abstract
This text explores the development of a promotional program for a business or non-profit enterprise from a managerial perspective with a solid foundation in communication and communication behaviour theory.
Keywords
Social SciencesBusiness, Management and Accounting