Book (14 Jul 1994)
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Peterson and Toop argue for a radical review of sales promotion practice, noting changes in consumer patterns, market fragmentation, the altered shape of retailing, and legal restraints. They present a new definition of brands and recommend a flexible use of a wide range of media and methods to communicate brand values. Much of the book is devoted
| ISBN: | 9780566074509 |
| Publisher: | Gower |
| Imprint: | Gower |
| Pub date: | 14 Jul 1994 |
| DEWEY: | 658.82 |
| DEWEY edition: | 20 |
| Number of pages: | 192 |
| Weight: | 950g |
| Height: | 216mm |
| Width: | 305mm |
| Spine width: | 19mm |
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