This well-established book covers all the stages of creating and implementing innovative and successful sales promotions for competitive advantage, including off-the-shelf offers, joint promotions, price promotions, premium promotions, and prize promotions. The fifth edition explores the use of new media such as SMS, MMS, interactive TV, and web-based advertising. Each chapter features a new interactive self-study question-and-feedback section. Includes 63 case studies.

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Рейтинг книги: 5 из 5, 10 голос(-ов).