Offers students a foundation in sales promotion by explaining 10 basic techniques. This book aims to get students involved by having them create hypothetical promotions based on models of success. It provides real-life examples to stimulate classroom discussion as students examine and debate real cases, and discusses the innovations in the field.

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Bibliographic Details

Title: Sales Promotion Essentials
Publisher: NTC Publishing Group,U.S.
Publication Date: 1998
Language: English
ISBN 10: 0844233552
ISBN 13: 9780844233550
Binding: Paperback
Edition: 3rd Edition
Condition: Good

About this title

Synopsis

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.

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.

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