Advertising and Promotion: An Integrated Marketing Communications

KEY FEATURES The book covers the topic of international market segmentation across consumption and communication categories, including identity, demographics, and consumer decisions and online habits. It discusses the repositioning of the public relations field in developing countries and is explored in-depth, providing insights into how companies can manage their image in the eyes of consumers. The book examines e-detailing, which is a key way for successful implementation of digital technologies in pharmaceutical marketing. The scope, opportunities, and challenges of digital marketing are explored, including the impact of new technologies and channels on marketing. The book covers marketing communication and promotion in health services, providing insights into how healthcare providers can effectively promote their services to consumers. It is a concise textbook designed to meet the needs of marketing professional’s, researchers, academics, management students specializing in marketing and making it accessible to anyone interested in advertising and promotion.