Selling using principles of human behavior. Selling skills and techniques. Examines the management of the advertising function within the overall marketing task. Emphasis is given to managing distribution, managing the budget and managing creativity. Advertiser, advertising agency and media relationships are considered.
International advertising is reviewed.
Examines the decision-making implications in the business and organizational market as they apply to market segmentation, marketing planning and overall strategy formulation. The substrategies of product, price, promotion and distribution are discussed. International implications are considered. Theories of international trade and role of marketing decisions across national boundaries and markets. Focuses on concepts and principles of marketing strategies in multinational organizations from market assessments, entry alternatives, positions of global interdependence, marketing problems and ethical implications.