Đang chuẩn bị liên kết để tải về tài liệu:
Lecture Marketing management: Chapter 18 - Phillip Kotler, Kevin Lane Keller
Đang chuẩn bị nút TẢI XUỐNG, xin hãy chờ
Tải xuống
Chapter 18 - Managing mass communications: Advertising, sales promotions, events and experiences, and public relations. In this chapter, we will address the following questions: What steps are required in developing an advertising program? How should sales promotion decisions be made? What are the guidelines for effective brand-building events and experiences? How can companies exploit the potential of public relations and publicity? |