Advertising and Sales Promotion Strategy [Hardcover]

Gerard J. Tellis (Author)

Book Description

ISBN-10: 0321014111 | ISBN-13: 978-0321014115 | Publication Date: August 12, 1997 | Edition: 1st

For courses in Advertising Principles. Advertising and Sales Promotion Strategy explores the full range of advertising principles and prepares prospective managers to understand the topic of promotion well enough to be able to design successful strategies. Interdisciplinary in focus, it integrates perspectives from marketing, economics, psychology, anthropology, and operations research. It captures the constantly changing nature of promotion, highlighting how firms develop new media, appeals, and methods to better compete with their rivals in a dynamic environment.

Product Details

• Hardcover: 475 pages
• Publisher: Prentice Hall; 1st edition (August 12, 1997)
• Language: English
• ISBN-10: 0321014111
• ISBN-13: 978-0321014115
• Product Dimensions: 10.1 x 8.2 x 1 inches
• Shipping Weight: 2.5 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #2,403,945 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 13 people found the following review helpful:

5.0 out of 5 stars Bridging the gap between theory and practice, May 1, 2000

By 

Vanessa Patrick - See all my reviews

This review is from: Advertising and Sales Promotion Strategy (Hardcover)

This book is a complete handbook that will find itself on the bookshelves of advertising/ communication practitioners and researchers alike. It is unique in the way it approaches the study of advertising and sales promotions, combining strategic and tactical issues with real-world examples of creative advertising campaigns. The book is excellently researched and rich in providing insight and original ideas to the reader about the world's oldest profession!