The Dartnell sales promotion handbook
Dartnell Corp., 1994 - Business & Economics - 910 pages
This 8th edition features all-new material. It includes brand-new chapters on sales promotion analysis utilizing scanner data, sales promotion law, licensing and tie-ins, event marketing, database marketing, and more. This invaluable reference tool will guide you to create and execute winning sales promotion programs.
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Setting Sales Promotion Objectives
Budgeting for Promotion
Analyzing Sales Promotion
12 other sections not shown
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advertising agency allowances analysis appliance audience brand brand equity brand loyalty budget business-to-business buying co-op color communications competitive consumer promotion contest corrugated cost coupon creative customers database marketing designed developed direct mail direct marketing discount display distribution diverting effective electronic event marketing example Exhibit feature frequency program Frigidaire goal impact important in-store incentive increase incremental industry manufacturers marketplace materials merchandise method million mold objectives offer packaged paperboard participation percent point-of-purchase potential premium printing prize problem Procter & Gamble product categories product or service profit promotion marketing purchase redeemed redemption response retailers sales force sales meeting sales promotion salespeople sampling selling shelf specific sponsor strategy success sumer supplier sweepstakes Taco Bell target techniques tie-in tion trade show users usually volume Wal Mart White-Westinghouse