After you have read and studied this chapter, you should be able to -
Identify the new and
traditional tools that make
up the promotion mix.
- Contrast the advantages
and disadvantages of
various advertising media,
including the Internet.
- Illustrate the steps of
the B2B and B2C selling
processes.
- Describe the role of the
public relations
department, and show
how publicity fits in that
role.
- Assess the effectiveness
of various forms of sales
promotion, including
sampling.
- Show how word of mouth,
e-mail marketing, viral
marketing, blogging,
podcasting, and mobile
marketing work.
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