Strategic brand management / Chernev, Alexander, author

Advertising communications & promotion management / Rossiter, John R.

Shimp, Terence A. Promotion management & marketing communications.

planning -- Advertising -- Media management -- Personal selling: a relational approach -- Sales promotion

studies highlight challenges faced in the digital world, including implications for reputation management

strategic brand management process and communication planning -- IMC planning -- Limitations to IMC -- The

-- 3. The Concept of Strategy -- 4. The Three Management Levels of Strategic Communication -- 5. Ethics

planning -- Advertising -- Media management -- Personal selling: a relational approach -- Sales promotion

advertising management -- Effective and creative ad messages -- Endorsers and message appeals in advertising

planning -- Chapter 5. Personal selling -- Chapter 6. Public relations and word-of-mouth management

Sales promotion -- Management.

Effectiveness -- PART 4 SALES PROMOTION MANAGEMENT. 18 Sales Promotion Overview and the Role of Trade Promotion