Marketing

Marketing
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By:"Michael R. Czinkota"
"Business & Economics"
Published on 2000 by Dryden Press

\u003cb\u003eAdvertising\u003c/b\u003e is a critical component of \u003cb\u003emarketing communications\u003c/b\u003e, especially in \u003cbr\u003e\nthe United States, where annual expenditures in ... to buy a brand and to \u003cbr\u003e\nencourage the sales force to aggressively sell it — is \u003cb\u003eanother\u003c/b\u003e key \u003cb\u003emarketing\u003c/b\u003e \u003cbr\u003e\n\u003cb\u003ecommunications\u003c/b\u003e element. ... Public relations, or PR, is that \u003cb\u003easpect\u003c/b\u003e of \u003cb\u003epromotion\u003c/b\u003e \u003cbr\u003e\nmanagement uniquely suited to fostering goodwill between a company and its \u003cbr\u003e\nvarious publics.

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The Dryden Press has brought together sixteen of the best and brightest authors in marketing to create the most cutting-edge text to hit the principles market in years. The premise behind Marketing: Best Practices was to combine the expertise of leading marketers into a principles text that offers the best of the best in every chapter. Each chapter is penned by an authority from that particular field of marketing, many of whom are widely renowned inside the room and the boardroom for their marketing acumen. This revolutionary new text combines the best practices from every area of marketing - from advertising to services, consumer behavior to retailing, international to technology.

This Book was ranked 25 by Google Books for keyword advertising promotion and other aspect of marketing communications.

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