Sales Promotion by Julian Cummins (2nd Edition)

Softcover published by Kogan Page 2002

Some underlining and highlighting in book.

Companies use sales promotion more than any other type of marketing because it works. This new edition spells out the tried and tested methods that companies use to stay ahead.

Sales promotion is now recognized as one of the most powerful weapons available to sales and marketing staff. Almost 60 percent of the population actively participates in some form of sales promotion in any given month. This book details the offers that win new customers and keep existing customers buying, as well as giving sound practical advice on the whole topic of sales promotion. Sales Promotion spells out the business tasks that promotions will solve, how to achieve a creative edge, how to use suppliers, and the off-the-shelf offers available to promoters large and small. It tells you how to find a promotional partner, the benefits and pitfalls of price promotions, and the best way to use premium and prize promotions to the benefit of your business. With case studies and practical examples, the second edition of this book is a must for all sales and marketing staff.