Selecting marketing problems for research. Salesmanship as an interpersonal influence process. 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.