4.4 Promotion - notes
In the previous sections we examined the role, definition and nature of marketing, marketing planning, the marketing mix, marketing objectives, positioning and market research. We then looked at the classification of products, new product development, the product life cycle, product portfolios and branding and analysed and evaluated pricing strategies and polices.
In this section, we will analyse promotional tools.
By the end of this section you should be able to:
- Distinguish between the different types of promotion
- Analyse the various promotional tools and discuss their effectiveness