Peterson and Toop argue for a radical review of sales promotion practice, noting changes in consumer patterns, market fragmentation, the altered shape of retailing, and legal restraints. They present a new definition of brands and recommend a flexible use of a wide range of media and methods to comm
| ISBN-13: | 9780566074509 |
| ISBN-10: | 0566074508 |
| Publisher: | Gower |
| Publication date: | 1994 |
| Pages: | 192 |
| Product dimensions: | Height: 8.5 Inches, Length: 12 Inches, Weight: 2.094391489 Pounds, Width: 0.75 Inches |
| Author: | Christian Petersen, Alan Toop |
| Language: | en |
| Binding: | Hardcover |
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