num_pages: 640
description: This text explores the development of a promotional program for a business or non-profit enterprise from a managerial perspective with a solid foundation in communication and communication behaviour theory.
language: English
title: Promotional Strategy: Managing the Marketing Communications Process
titlecomplete: Promotional Strategy: Managing the Marketing Communications Process (Mcgraw Hill/Irwin Series in Marketing)
ratings_count: 1
publisher: Richard D Irwin