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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: 0-8442-3366-8 Publisher: McGraw Hill Pub. Date: 01 September, 1992 Format: Hardcover Volumes: 1 List Price(USD): $39.95 |
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: 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: Promotional Marketing by William A. Robinson ISBN: 0844231517 Publisher: McGraw-Hill Pub. Date: 11 January, 1991 List Price(USD): $23.95 |
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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 Power of Promotional Products by maria carlton, david blaise ISBN: 0974100315 Publisher: Blaise Drake & Co Inc Pub. Date: December, 2003 List Price(USD): $19.95 |
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Title: Co-Marketing Solution, The (American Marketing Association) by Shawn Clark ISBN: 0658000063 Publisher: McGraw-Hill Pub. Date: 01 April, 2000 List Price(USD): $39.95 |
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