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

Don E. Schultz (Author), William A. Robinson (Author), Lisa A. Petrison (Author)

Book Description

Publication Date: August 1993 | ISBN-10: 0844233676 | ISBN-13: 978-0844233673 | Edition: 2nd

Complete, concise, and easy to use, the all-new edition of this marketing best seller covers the ten key sales promotion techniques, explains how each one works, and shows how marketers can plan for and use them to boost sales: coupons, refunds and rebates, sampling, value packs, premium packs, mail-in premiums, continuity programs, contests and sweepstakes, special events, and trade incentives. Real-life examples illustrate the benefits and drawbacks of each technique, highlighting how it can be used alone or as part of a long-term sales promotion or marketing plan. Also new to this edition, an emphasis on tailoring sales promotions to the buying habits of distinct consumer groups ensures that all campaigns are customer oriented and results focused. Special chapters highlight the growth of sales promotion and its increasingly important role within an integrated marketing communications program. A comprehensive appendix of sales promotion organizations, major suppliers, and sources of further information makes this book an essential resource for anyone using sales promotion to meet marketing and sales goals.

--This text refers to an out of print or unavailable edition of this title.

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.

--This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 280 pages
• Publisher: Ntc Pub Group; 2nd edition (August 1993)
• Language: English
• ISBN-10: 0844233676
• ISBN-13: 978-0844233673
• Product Dimensions: 9.2 x 7.3 x 0.6 inches
• Shipping Weight: 8 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #2,712,271 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

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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...