1981 | OriginalPaper | Buchkapitel
Promotional Control
verfasst von : J. R. Bureau
Erschienen in: Brand Management
Verlag: Macmillan Education UK
Enthalten in: Professional Book Archive
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From the point of view both of the company and of the marketing planner, the promotional programme for the company’s product is the sum total that can be added to the product which is neither intrinsic to the product itself nor to the processes by which it is made and delivered to the customer.