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Marketing Theory

C/M/1049. Promotional Marketing

WORDS:
2000
DATE:
2009
PRICE:
29.99 GBP

The paper addresses the problems faced by conventional advertising examining the current trends in consumer behaviour and evaluating the efficiency of various marketing strategies. New models of promotion are presented and analysed as key determinants of successful brand performance. The shift from conventional marketing to other types of promotional marketing, i.e. sponsorship arrangements and e-marketing, is explained making references to the changes in emotional attitudes, purchasing channels and emerging life styles.

 

KEYWORDS: Promotional marketing, consumer behaviour, conventional advertising, e-marketing, strategic brand management,

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