Promotional Strategy ~ Engel / Warshaw / Kinnear

Promotional Strategy: Managing the Marketing Communications Process by Engel, Warshaw, and Kinnear offers a comprehensive framework for understanding how businesses craft and execute promotional campaigns. The book emphasizes the integration of advertising, personal selling, public relations, and sales promotion into a cohesive strategy. It explores consumer decision-making, communication theory, and the psychological factors that influence buying behavior. With a managerial lens, it guides readers through planning, budgeting, and evaluating promotional efforts, while also addressing the ethical and societal implications of marketing communications