Description
CENGAGE INDIA Promo A South-Asian Perspective With Coursemate 2016 Edition by Thomas C. O Guinn, Chris T. Allen
4LTR Press, a Cengage Learning product, is a widely acclaimed concept of learning with a simple approach—creating an innovative teaching and learning solution built around today's learners and teachers. The idea behind bringing out this series of books is to introduce students and teachers in India to an innovative concept in management studies. Since the launch, 4LTR Press has helped more than 1,800,000 college students at over 2,000 schools succeed worldwide. PROMO, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys; and presents the content in a visually-engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and emphasizes on the strategies and campaigns that organizations undertake to grow their brands. The topics cover fact-based updated information pertaining to global and Indian markets to familiarize readers with the real-world scenarios. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.PART 1 THE PROCESS OF BRAND PROMOTION IN MARKETING1 The World of Integrated Marketing Communication2 The Promotion Industry 3 The Evolution of Promoting BrandsPART 2 UNDERSTANDING THE MARKET AND ENVIRONMENT FOR PROMOTING BRANDS4 Understanding the Marketing Environment: Segmentation, Targeting, and Positioning5 Understanding Buyer Behavior and the Communication Process6 The Regulatory and Ethical Environment of Promotions7 The International Market Environment for Brand PromotionPART 3 THE TOOLS, EVALUATION, AND MEASUREMENT OF BRAND PROMOTION8 Messaging and Media Strategies9 The Internet10 Direct Marketing 11 Sales Promotion and Point of Purchase12 Sponsorship, Product Placements, and Branded Entertainment13 Public Relations, Influencer Marketing, Social Media, and Corporate Advertising14 Personal Selling and Sales Management15 Measuring the Effectiveness of Brand PromotionsCASESENDNOTESGLOSSARYINDEX