Promotion in the Merchandising Environment by Kristen K. Swanson, Judith C. Everett (Hardback, 2000)
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Author: Kristen K. Swanson; Judith C. Everett. Using international examples, the book takes a global perspective. An Integrated Marketing Communications (IMC) point of view is present throughout. Unlike other books in the field, it considers both personal and non-personal techniques.