第9章节促销策略资料.pdfVIP

第9章促销策略 Chapter 9 Promotion Strategy Learning objectives Learn how companies can exploit the marketing potential of sales promotion, public relations, direct marketing, personal selling 销售促进、公共关系、 直销和人员销售 Understand the steps involved in developing an advertising program 广告 策略 促销组合promotion mix/ marketing communication mix Direct Advertising Marketing 广告