Promotion in the merchandising environment - Swanson, Kristen K.; Everett, Judith C. (New York: Fairchild Publications, 2007)
Keywords: advertising; broadcast media cost; budgets; commercial; communication; consumer behavior; creative development; direct marketing; ethical concern; fashion merchandising; fashion shows; IMC; integrated marketing communication; interactive media; magazines; market segmentation; marketing; measuring media; media; media planning; media vehicles; newspapers; personal selling; personnel; planning; print media; promotion mix; promotion organization; public relation; radio; role; sales promotion; social impact; structure; support madia; tools; visual merchandising