eBook Business Reference Guide: Strategies in Marketing, 1st Edition

  • Published By:
  • ISBN-10: 1429835915
  • ISBN-13: 9781429835916
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 71 Pages | eBook
  • Original Copyright 2014 | Published/Released August 2014
  • This publication's content originally published in print form: 2014
  • Price:  Sign in for price



The Business Reference Guide series is designed to provide a solid foundation for the research of various business topics. This volume offers an introduction to a number of marketing policies and strategies as well as their applications in a variety of marketing channels. The collection begins by describing promotional policies and strategic marketing approaches before discussing a number of applications, including Internet marketing and personal selling.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
1: Integrated Marketing Communications.
2: Future of Integrated Marketing Communications.
3: Strategic Marketing.
4: Promotional Policies.
5: Brand Management.
6: Value-Based Strategies for Business Marketing.
7: Internet Marketing Strategies.
8: Personal Selling & Sales Management.
9: Professional Selling in Business to Business Marketing.
10: Trade Show Participation.
11: Person Marketing: Using Celebrities to Endorse Products.