Advertising, direct marketing, promotion and public relations in the marketing of industrial goods in Antioquia

Abstract

This article reveals the results of three research projects about the use of the promotional mix (adversiting, direct marketing, sales promotion and public relations) in the area of business to business marketing (industrial products). It explains to the reader the promotional tools more frequently used in Antioquia and those who are normally used in the other countries but no so much in our region.