Promotion: The Battle for Your Customer's Mind

In many respects, marketing promotions are the most visible part of the mix, and the activity people most associate with marketing strategy. While promotional activity is usually initiated to achieve business goals—e.g., to introduce new products or to "build sales"-—well planned promotions usually have a broader mission.

The essence of a good promotion is one that communicates a specific message to the customer and does so in a way that is meaningful

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