A Practical Managerial Approach
This chapter focuses on promotion as an element in the entrepreneurial marketing mix. Promotion provides the tools for communication between the company and its consumers. Promotion is first defined and promotion mix elements identified. Several areas such as advertising, personal selling, sales promotions, direct marketing, public relations, publicity, events and experiences are then explained. Social media as a contemporary promotion method will be discussed before the chapter concludes with entrepreneurial marketing campaigns and methods used to determine the promotional budget.
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