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Developing Successful Marketing Strategies by Gary W. Randazzo

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Chapter 9

Promotion

As with product development, promotion strategies must keep in mind the vision and mission of the organization. Within that context, it is necessary to understand the job that needs to be done and the impact promotion can have on the consumer adoption process.

A Process to Develop Effective Ad Media Strategy

The Dilemma

Today there are so many options for businesses to advertise their products or services to consumers that the decision-making process becomes difficult at best. The new technologies allow new methods of reaching potential customers and new marketing techniques provide different approaches to segmenting groups into meaningful audiences. It seems that each advertising medium has a logical story that suggests it ...

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