WorldCat Identities

Engel, James F.

Works: 1 works in 5 publications in 1 language and 41 library holdings
Roles: Author
Classifications: HF5837, 658.8
Publication Timeline
Most widely held works by James F Engel
Promotional strategy : an integrated marketing communication approach by James F Engel( Book )

5 editions published in 2000 in English and held by 41 WorldCat member libraries worldwide

The book takes an innovative approach to promotional strategy and focuses on the integration of the entire promotion mix, not just advertising. As with prior editions, this edition is built on a solid behavioral foundation. The authors' conviction is that advertising, trade promotion, consumer promotion, personal selling, direct marketing, public relations and publicity, and corporate advertising are all component parts of one integrated promotional mix. Today, most other authors and marketing practitioners also advocate this integrated marketing communication approach. The book presents numerous practical, real-world examples, illustration, advertisements and cases and has been thoroughly updated and expanded to include topics of greatest importance to today's students and marketing practitioners. -- Description from (August 28, 2012)
Audience Level
Audience Level
  Kids General Special  
Audience level: 0.45 (from 0.45 for Promotiona ... to 0.45 for Promotiona ...)

Promotional strategy : an integrated marketing communication approach