Sales Promotion Essentials: The 10 Basic Sales Promotion Techniques...and How to Use Them (Business) - Hardcover

Schultz, Don E.; Robinson, William A.

Hardcover

ISBN 10: 0844233668 ISBN 13: 9780844233666

Publisher: McGraw-Hill Contemporary, 1991

Synopsis

Complete, concise, and easy to use, the all-new edition of this marketing best seller covers the ten key sales promotion techniques, explains how each one works, and shows how marketers can plan for and use them to boost sales: coupons, refunds and rebates, sampling, value packs, premium packs, mail-in premiums, continuity programs, contests and sweepstakes, special events, and trade incentives. Real-life examples illustrate the benefits and drawbacks of each technique, highlighting how it can be used alone or as part of a long-term sales promotion or marketing plan. Also new to this edition, an emphasis on tailoring sales promotions to the buying habits of distinct consumer groups ensures that all campaigns are customer oriented and results focused. Special chapters highlight the growth of sales promotion and its increasingly important role within an integrated marketing communications program. A comprehensive appendix of sales promotion organizations, major suppliers, and sources of further information makes this book an essential resource for anyone using sales promotion to meet marketing and sales goals.

About this title

About the Author

Don E. Schultz, Northwestern University, is co-author of Integrated Marketing Communications.

William A. Robinson, Robinson & Maites

Lisa A. Petrison is a marketing consultant.

Edition details

• Publisher: McGraw-Hill Contemporary
• Publication date: 1991
• Language: English
• ISBN 10: 0844233668
• ISBN 13: 9780844233666
• Binding: Hardcover
• Edition number: 2
• Number of pages: 280