Business Reference Guide: Strategies in Marketing, 2nd Edition

  • Published By:
  • ISBN-10: 1429841281
  • ISBN-13: 9781429841283
  • DDC: 658.8
  • Grade Level Range: 9th Grade - College Senior
  • 74 Pages | eBook
  • Original Copyright 2017 | Published/Released August 2017
  • This publication's content originally published in print form: 2017

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