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Belch 12e PPT Ch16 Accessible by ngoc.vhb00682 is a document available to read on EtoBox.
Chapter 16 discusses the role of sales promotion within integrated marketing communications (IMC), highlighting its objectives and various tools used for consumer- and trade-oriented promotions. It emphasizes the increasing reliance on sales promotions due to factors like retailer power and declining brand loyalty, while also addressing concerns such as brand devaluation. The chapter outlines different techniques, including coupons, sampling, and loyalty programs, along with their advantages and limitations
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- ngoc.vhb00682
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- EN