Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and How to Use Them
Author: Don E. Schultz, William A. Robinson, Lisa A. Petrison
List Price: $19.95
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ISBN: 0844233552
Publisher: McGraw-Hill Trade (11 February, 1998)
Sales Rank: 43,821
Average Customer Rating: 5 out of 5
Customer Reviews
Rating: 5 out of 5
A definitive handbook: both a text and a reference
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 out of 5
Sales Promotion Essentials
Easy to follow basic business sense. A must read...
Rating: 5 out of 5
Useful bible for marketers
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. Similar Products
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Book Index