Engel, Warshaw, and Kinnear represents sophisticated coverage of the development of a promotional program for a business or non-profit enterprise from a managerial perspective. The structure is based on providing the students with a thorough understanding of consumer decision processes and communication theory. "PROMOTIONAL STRATEGY" concludes with a thorough discussion of the economic and social dimensions of promotion.
- ISBN13 9780256122404
- Publish Date 30 April 1994
- Publish Status Out of Print
- Out of Print 4 July 2001
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint Irwin Professional Publishing
- Edition 8th edition
- Format Hardcover
- Pages 640
- Language English