Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and How to Use Them [Paperback]

Don Schultz (Author)

Book Description

ISBN-10: 0844233552 | ISBN-13: 978-0844233550 | Publication Date: February 11, 1998 | Edition: 3

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.

Editorial Reviews

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.

Product Details

• Paperback: 240 pages
• Publisher: McGraw-Hill; 3 edition (February 11, 1998)
• Language: English
• ISBN-10: 0844233552
• ISBN-13: 978-0844233550
• Product Dimensions: 9.1 x 7.2 x 0.6 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #311,779 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

5.0 out of 5 stars A definitive handbook: both a text and a reference, December 19, 2002

By 

David Robinson (Oakland, CA United States) - See all my reviews
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This review is from: Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and How to Use Them (Paperback)

Most marketers know that firms spend more on Sales Promotion than on mass media advertising, but text books don't tell you how to manage Sales Promotion. This book is everything it promises: The authors define classes of customers ("loyals", price switchers, etc) and then go through the cost benefit of Promotion techniques from coupons to free samples. If you want to know the difference between a contest and a sweepstake--and more importantly which one is better for your marketing situation--this book is for you. It explains "promotion to the trade" (it's more than free trips to Hawaii). The book is highly readable and attractively laid out. Thoroughly recommended.

6 of 7 people found the following review helpful:

5.0 out of 5 stars Useful bible for marketers, September 14, 2000

By 

I-chih Li "Richy" (Taipei City, Taiwan) - See all my reviews
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This review is from: Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and How to Use Them (Paperback)

I've 2 version of this book, 1982 and 1997. Both of them are very helpful for my work. Schultz tells you not only "what" to do for Sales Promotion but also "why" to do. And that's very important for every business, even dot com. This book also collects many useful examples, if you want to launch a sales promotion next day, week or month, you can find out quickly what you can/should do.

1 of 4 people found the following review helpful:

5.0 out of 5 stars Sales Promotion Essentials, March 7, 2001

By 

Debbie Allen "Author of Confessions of Shamel... (Scottsdale, AZ United States) - See all my reviews
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This review is from: Sales Promotion Essentials : The 10 Basic Sales Promotion Techniques... and How to Use Them (Paperback)

Easy to follow basic business sense. A must read...