Abstract
A highly competitive environment is forcing marketers to constantly use different marketing tools and strategies to retain existing customers and to win new clients and thereby increase their profitability. In modern marketing, promotion is the most vital and familiar strategy used by various business organizations to fascinate the customer. Promotion is communication by the marketer that informs, persuades, and reminds potential buyers of a product to influence an opinion or elicit a response. This study reviews Promotion Mix refers to the blend of several promotional tools used by the business to create, maintain, and increase the demand for goods and services. The promotional mix is a critical approach to enhance sales that are why companies try to do something more attractive. The prime motive of the article is to review the significance of promotions mix elements like advertising, personal selling, public relations/Publicity, Direct marketing, and sales promotion. This study is designed to explore different schools of thought on promotion and how Promotion Mix has the power to allow marketers to gain a competitive advantage.
Keywords: Promotion Mix, Advertising, Public Relations/Publicity, Sales Promotion, Direct Marketing, Personal Selling
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