International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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BTL/ATL MISSILE IN THE MARKETING ARMOURY- MAKES AN IMPACT

    1 Author(s):  JITENDER KUMAR

Vol -  6, Issue- 2 ,         Page(s) : 203 - 206  (2015 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

BTL –as Concept The concept was introduced in the year 1954 by Procter and Gamble. BTL is one-to-one communication — on ground and online activities — that is directly focused on the target audience. By BTL activities we get in touch with the customers directly and get to know about their views, opinions, can study consumer behaviour etc and you can actually communicate to your target audiences.

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