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From the publisher:

The actualisation of the use of communication tools in Ukraine is natural, as it is confirmed by the experience of economically developed countries. However, their planning and application, especially in the domestic market, requires specific knowledge and skills. Sales promotion is becoming an increasingly important component of the marketing communications mix. Given that the effectiveness of sales promotion measures is much higher than that of direct advertising, and the costs are much lower, domestic producers are increasingly using them with success. The textbook may be of interest to advertisers, marketers, teachers, postgraduate students and students majoring in marketing.