CONTENIDO: 1. The Selling Game
2. Marketing
3. Retail Sales Promotion
4. The Advertising Department
5. Types of Retail Advertising
6. More About Co-Op Advertising
7. What is a Good Ad?
8. The Buyer and the Ad
9. Newspapers: The Number-One Ad Medium
10. Broadcast Advertising: Radio
11. Broadcast Advertising: Television
12. Other Advertising Methods
13. Visual Merchandising: Another Dimension
14. Special Events
15. Publicity: A Different Drummer
16. The Last Link
Glossary
Bibliography
Index
