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Title: Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and How to Use Them by Don E. Schultz, William A. Robinson, Lisa A. Petrison ISBN: 0-8442-3355-2 Publisher: McGraw-Hill Trade Pub. Date: 11 February, 1998 Format: Paperback Volumes: 1 List Price(USD): $19.95 |
Average Customer Rating: 5 (3 reviews)
Rating: 5
Summary: A definitive handbook: both a text and a reference
Comment: Most marketers know that firms spend more on Sales Promotion than on mass media advertising, but text books don't tell you how to manage Sales Promotion. This book is everything it promises: The authors define classes of customers ("loyals", price switchers, etc) and then go through the cost benefit of Promotion techniques from coupons to free samples. If you want to know the difference between a contest and a sweepstake--and more importantly which one is better for your marketing situation--this book is for you. It explains "promotion to the trade" (it's more than free trips to Hawaii). The book is highly readable and attractively laid out. Thoroughly recommended.
Rating: 5
Summary: Sales Promotion Essentials
Comment: Easy to follow basic business sense. A must read...
Rating: 5
Summary: Useful bible for marketers
Comment: I've 2 version of this book, 1982 and 1997. Both of them are very helpful for my work. Schultz tells you not only "what" to do for Sales Promotion but also "why" to do. And that's very important for every business, even dot com. This book also collects many useful examples, if you want to launch a sales promotion next day, week or month, you can find out quickly what you can/should do.
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Title: Best Sales Promotions by William A. Robinson ISBN: 0844231223 Publisher: McGraw-Hill/Contemporary Books Pub. Date: January, 1987 List Price(USD): $34.95 |
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Title: Promotional Marketing: Ideas & Techniques for Success in Sales Promotion by William A. Robinson, Christine Hauri, Anne Knudsen ISBN: 0844231517 Publisher: McGraw-Hill/Contemporary Books Pub. Date: February, 1995 List Price(USD): $23.95 |
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Title: Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work by Julian Cummins, Roddy Mullin ISBN: 0749438649 Publisher: Kogan Page Ltd Pub. Date: July, 2003 List Price(USD): $37.50 |
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Title: Sales Promotion by Scott A. Neslin ISBN: 0965711412 Publisher: Marketing Science Institute Pub. Date: 01 May, 2002 List Price(USD): $25.00 |
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Title: The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (3rd Edition) by Thomas T. Nagle, Reed K. Holden, Reed Holden ISBN: 013026248X Publisher: Prentice Hall Pub. Date: 15 January, 2002 List Price(USD): $65.00 |
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