Synopsis
Offers an overview of the field of promotions: how promotions affect sales and profits, types of sales promotions, the interaction of promotion and advertising, and future research.
With a practical orientation grounded in rigorous scholarship, this monograph is intended to be a resource to both academics and businesspeople.
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About the Author
Scott A. Neslin is the Albert Wesley Fry Professor of Marketing at the Amos Tuck School of Business, Dartmouth College.
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Sales Promotion: Concepts, Methods and Strategies
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Sales Promotion: Concepts, Methods and Strategies
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Sales Promotion: Concepts, Methods and Strategies
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Sales Promotion: Concepts, Methods and Strategies
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