| marketing communications (p.
444) | personal selling (p. 451) |
| communication (p. 447) | sales promotion (p. 451) |
| source (p. 447) | publicity (p. 452) |
| encode (p. 447) | integrated marketing communications
(IMC) (p. 454) |
| communication medium (p.
447) | push strategy (p. 457) |
| receiver (p. 448) | pull strategy (p. 457) |
| decode (p. 448) | percentage-of-sales method (p. 458) |
| noise (p. 448) | fixed-sum-per-unit method (p. 458) |
| feedback (p. 448) | all-you-can-afford method (p. 458) |
| communications mix (p. 449) | objective-and-task method (p. 459) |
| advertising (p. 450) | |
