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9780844233550

Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and How to Use Them

by Schultz, Don E.
  • ISBN13:

    9780844233550

  • ISBN10:

    0844233552

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 1998-02-11
  • Publisher: McGraw-Hill
  • Purchase Benefits
List Price: $19.95

Summary

This new edition offers students a solid foundation in sales promotion basics by explaining 10 basic techniques. * Gets students involved by having them create hypothetical promotions based on models of success. * Provides real-life examples to stimulate classroom discussion as students examine and debate real cases. * Discusses the newest innovations in the field.

Author Biography

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

William A. Robinson, Robinson & Maites

Lisa A. Petrison is a marketing consultant.

Table of Contents

1. Sales Promotion: Introduction and Current Trends 2. Planning Sales Promotion Programs 3. Selecting the Appropriate Promotional Tools 4. Coupons 5. Special Packs 6. Continuity Programs 7. Refunds 8. Sweepstakes and Contests 9. Through-the-Mail Premiums 10. Sampling Programs 11. Cause-Related Promotions 12. Price Discounts 13. Trade Deals

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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