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  • Promotion Strategies: Personal Selling, Publicity, and Sales Promotion

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    Ayyaz Ali
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    Chapter 14

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    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    50 views8 pages

    Promotion Strategies: Personal Selling, Publicity, and Sales Promotion

    Uploaded by

    Ayyaz Ali

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    Chapter 14

    Promotion Strategies: Personal Selling, Publicity, and Sales Promotion

    Chapter Outline

    Promotion and Communication Promotion Mix

    Chapter Outline

    Personal Selling Personal Selling vs. Advertising Varying Quality and Style of Personal Selling Intercultural Negotiation Motivation Telemarketing

    - Expatriate Personnel

    Chapter Outline

    Publicity The Nature of Publicity The Management of Publicity Negative Publicity Sales Promotion The Nature of Sales Promotion Restrictions Overseas Product Exhibitions

    Purposes of Promotion

    communicate (inform) persuade (influence)

    Process of Communication

    Source Encoding Message (Information) Decoding Destination

    Promotion Mix

    Advertising Personal Selling Publicity Sales Promotion

    Personal Selling

    Personal Selling vs. Advertising Varying Quality and Style of Personal Selling Intercultural Negotiation Motivation Telemarketing

    Expatriate Personnel

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