Sales Promotion (Marketing Science Institute (MSI) Relevant Knowledge Series)

by Scott A. Neslin

Offers an overview of the field of how promotions affect sales and profits, types of sales promotions, the interaction of promotion and advertising, and future research. With a practical orientation grounded in rigorous scholarship, this monograph is intended to be a resource to both academics and businesspeople.

98 pages, Paperback

First published May 1, 2002