Customer Reviews

Sales Promotion: Concepts, Methods, and Strategies

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Unlike other similar books, this one is actually more than a synopsis of the relevant academic literature in the field. It contains concrete examples that enable one to implement these models in practice. Hopefully the authors come up with a second edition updated with more recent advances in this field.

This book is about the academic perspective on sales promotion, mainly price based promotions. Although there are very few definitive conclusions; and that more research is needed on the topic, I recommend this collection of research papers to everyone seriously interested in the subject.

Beware. This is not the famous Sales Promotion: Concepts, Methods, and Strategies, co authored with Robert Blattberg.

Scott Neslin has written much of the important literature on sales promotion. This monograph is peppy and readable, and does a great job of summarizing where the literature stood in 2002. It seems as though the enthusiasm for sales promotion as an area faded dramatically with the turn of the century--you'll find a lot leading up to about this point, but not much afterward. You really want to get a copy of this if you can find it.