CHAPTER ELEVEN: Promotional strategies: Plan a total communications mix.

Chapter 11 of the book "The Manager's Guide to Competitive Marketing Strategies" is presented. It develops and formulates an integrated marketing communications strategy, and frames a successful advertising campaign. To support and generate sales, it stresses out the significance of sales promotion, direct response marketing, public relations and personnel selling. Further, it delineates the courses of steps to convert promotion strategies into action.