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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.
"About this title" may belong to another edition of this title.
- PublisherPrentice Hall
- Publication date1990
- ISBN 10 0137881673
- ISBN 13 9780137881673
- BindingHardcover
- LanguageEnglish
- Number of pages969
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