Promotion Strategies

Rajagopal () and Vladimir Zlatev ()
Additional contact information
Rajagopal: EGADE Business School
Vladimir Zlatev: Boston University

Chapter Chapter 10 in Decisions in International Trade and Logistics, 2025, pp 255-284 from Springer

Abstract: Abstract Promotion strategies are concerned with the planning, implementation, and control of persuasive communication with customers. This chapter addresses the issues on promotions mix, new advertising and communication strategies, organizational structure, and supporting marketing strategies for companies intending to do business in the international destinations. Discussions in this chapter address developing information and advertising strategies, institutional advertising, social media and market communication, managing international brands, and technology-led international trade promotions. In context of the above discussion, this chapter addresses the issues on promotions mix, new advertising and communication strategies, organizational structure, and supporting marketing strategies for companies intending to do business in international destinations.

Keywords: Advertising strategy; Advertising categories; Institutional advertising; Social media; Market communication; Institutional brands; Technology-led-promotion (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-83375-5_10

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DOI: 10.1007/978-3-031-83375-5_10

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