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Promotion

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Visualizing Marketing

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Abstract

This chapter introduces visual representations of promotion within the marketing mix. The effectiveness of advertising and sales promotion, post-promotion dips, public relations, personal selling, and interactive marketing are discussed and illustrated with figures and graphs. Comparisons of these elements and their coordination for a successful marketing communication strategy are also investigated.

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Notes

  1. 1.

    Hawkins and Hoch (1992).

  2. 2.

    Wirthwein (2008).

  3. 3.

    Davis (1971).

  4. 4.

    Neslin and Schneider Stone (1996).

  5. 5.

    Davis, Inman and McAslister (1992).

  6. 6.

    Neslin and Shoemaker (1989).

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Authors and Affiliations

  1. Edmonds, Washington, USA

    S. Umit Kucuk

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  1. S. Umit Kucuk
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Kucuk, S.U. (2017). Promotion. In: Visualizing Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-48027-5_6

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