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PROMO: A South-Asian Perspective

Author(s): Thomas C. O’Guinn | Chris T. Allen | Richard J. Semenik | Mohua Banerjee

ISBN: 9788131528105

1st Edition

Copyright: 2016

India Release: 2017

₹925

Binding: Paperback

Pages: 516

Trim Size: 279 x 216 mm

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PROMO, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys; and presents the content in a visually-engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and emphasizes on the strategies and campaigns that organizations undertake to grow their brands. The topics cover fact-based updated information pertaining to global and Indian markets to familiarize readers with the real-world scenarios. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.

  • Systematic and methodical manner of coverage of topics
  • Visually-appealing presentation
  • Inclusion of real-life data/information on the current trends and developments that are taking place in the advertising world
  • Case studies at the end of the book
  • New communication tools and strategies used by modern-day marketers are highlighted as box items in the chapters, to provoke the thought process of the reader in formulating the appropriate marketing strategies
  • Chapter “Review” pages at the end of each chapter
  • Rich pedagogical features, such as
    • page-side definitions of important terms
    • learning outcomes

PART 1 THE PROCESS OF BRAND PROMOTION IN MARKETING

1 The World of Integrated Marketing Communication

2 The Promotion Industry 

3 The Evolution of Promoting Brands

PART 2 UNDERSTANDING THE MARKET AND ENVIRONMENT FOR PROMOTING BRANDS

4 Understanding the Marketing Environment: Segmentation, Targeting, and Positioning

5 Understanding Buyer Behavior and the Communication Process

6 The Regulatory and Ethical Environment of Promotions

7 The International Market Environment for Brand Promotion

PART 3 THE TOOLS, EVALUATION, AND MEASUREMENT OF BRAND PROMOTION

8 Messaging and Media Strategies

9 The Internet

10 Direct Marketing 

11 Sales Promotion and Point of Purchase

12 Sponsorship, Product Placements, and Branded Entertainment

13 Public Relations, Influencer Marketing, Social Media, and Corporate Advertising

14 Personal Selling and Sales Management

15 Measuring the Effectiveness of Brand Promotions

CASES

ENDNOTES

Mohua Banerjee

Dr. Mohua Banerjee is Associate Professor (Marketing) and Dean (Placements and Corporate Relations) at International Management Institute, Kolkata.

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