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THE FOUR Ps (PROMOTION) (THE PROMOTIONAL MIX (Cost, Stage in the product…
THE FOUR Ps
(PROMOTION)
ABOVE-THE-LINE PROMOTION
ADVERTISING
Persuasive advertising
Reassuring advertising
Informative advertising
GUERRILLA MARKETING
PRINCIPLES
Energy
Networks
Presence
Smart
Activity
BELOW-THE-LINE PROMOTION
Direct marketing
Sales promotions
Public relations
Personal selling
THE PROMOTIONAL MIX
Cost
Stage in the product life cycle
Target market
Type of product
Legal framework