Sales Promotion: Concepts, Methods, and Strategies
ISBN-10:
013442302X
ISBN-13:
9780134423029
Author(s): Blattberg, Robert C.; Neslin, Scott A.
Edition: First Edition
Description:
Offers an overview of the field of promotions: 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.
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