Promotion

Marketing 2026 Book chapter Open access

Read full text
Authors: Karl Moore, Niketh Pareek, Marie Parent, Misako Furuya
DOI: 10.4324/9781003656029-7
Cited by: 0

Abstract

The third chapter of the marketing mix focuses on promotion as a strategic communication tool. The reader will understand the communication process, be able to develop an integrated marketing communications strategy, and learn communication budgeting. The chapter provides an overview of promotion tools (advertising, sales promotion, public relations, buzz marketing, and online marketing) and discusses adapting to the attention economy of today.

Fields of Study & Subjects

Marketing and Advertising Strategies Digital Marketing and Social Media Literature Culture and Aesthetics

Publication details

Journal / source
Marketing
Pages
139–163
Publication date
16 January 2026
Language
EN
Document type
Book chapter