customer value and build customer relationships. 5 Major Promotion Tools: Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. * Includes broadcast, print, Internet, mobile, outdoor, and other forms. Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service. * Includes discounts, coupons, displays, and demonstrations. Personal selling: Personal presentation by the firm’s sales force…
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