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What is Marketing Communications Hierarchy Explained about?

Chapter 8 discusses the hierarchy of marketing communications effects, emphasizing the progression from consumer unawareness to brand loyalty through various marketing strategies. It also covers budgeting methods for marketing communications, including percentage-of-sales, objective-and-task, and competitive parity methods. Chapter 9 focuses on the importance of personal selling and relationship building, detailing the objectives of the sales force and tactics for effective sales interactions.

Author

stone.hudson7

Language

EN