PM--Chapter17IntegratedMarketingCommunications(营销原理).pptxVIP

1 Chapter 17 Integrated Marketing Communications 2 Chapter 17 Skip: Viral Marketing Regulations of Promotion 3 The Role of Promotion in Marketing Promotion and Imperfect Competition Imperfect competition is characterized by product differentiation, emotional buying behavior, and incomplete market information. Promotion helps provide information, differentiate product, and persuades potential buyers. Economic Role of Promotion Promotion changes the location (by shifting to the right) and shape of the demand curve (by making it more inelastic when price increases and more elastic when price