Abstract
From the point of view both of the company and of the marketing planner, the promotional programme for the company’s product is the sum total that can be added to the product which is neither intrinsic to the product itself nor to the processes by which it is made and delivered to the customer.
This is a preview of subscription content, log in via an institution.
Preview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Copyright information
© 1981 J. R. Bureau
About this chapter
Cite this chapter
Bureau, J.R. (1981). Promotional Control. In: Brand Management. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-86068-5_14
Download citation
DOI: https://doi.org/10.1007/978-1-349-86068-5_14
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-31903-1
Online ISBN: 978-1-349-86068-5
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)