ISBN-10:
0844233552
ISBN-13:
9780844233550
Pub. Date:
02/11/1998
Publisher:
McGraw-Hill Companies, The
Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and how to Use Them / Edition 3

Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and how to Use Them / Edition 3

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Product Details

ISBN-13: 9780844233550
Publisher: McGraw-Hill Companies, The
Publication date: 02/11/1998
Edition description: REV
Pages: 240
Product dimensions: 7.20(w) x 9.10(h) x 0.50(d)

About the Author

Don E. Schultz is Professor of Advertising and Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, where he and his associates have pioneered the country's first graduate program in Integrated Marketing Communications. He is also President of his own marketing communications and management firm, Agora, Inc., Evanston, Illinois.

Before joining Northwestern in 1977, Schultz was Senior Vice President of Tracy Locke Advertising and Public Relations in Dallas. He has consulted, lectured and held seminars on marketing, marketing communications, advertising, sales promotion, direct marketing and creative strategy in the United States, Europe, South America and Asia.

Schultz is Editor, Journal of Direct Marketing, Director of the Promotion Marketing Association of America, and the first recipient of the Direct Marketing Educator of the Year Award, presented by the Direct Marketing Educational Foundation.

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

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