The first book on promotional management

Author: Tang Schultz et al. / Huang Manyu
Publisher:
Publish Date: 2005-03-01
Features: This book must be collected in the libraries of every company and institution. It is one of the most effective introductory textbooks in the business field, serving as both an introductory read for beginners and offering fresh insights for experts. For every marketer who wants to better understand how promotion works in conjunction with other sales strategies, this book is a valuable reference resource. — Claire Rosenzweig, Executive Director of the American Marketing Association
This book covers fundamental knowledge related to promotion from Chapter 1 to Chapter 3, and Chapters 4 to 13 introduce 10 of the most important and commonly used promotional methods, including coupons, special packaging, continuous marketing planning, cash rebates, sweepstakes and contests, mail gifts, sample programs, cause-related promotions, price discounts, and trade discounts. For each method, the book provides a symmetrical and detailed introduction from the concept, pros and cons, usage strategies, and strategic application. It specifically explains whether and how each method is suitable for loyal users, loyal users of competitive brands, free-riders, price-sensitive buyers, and non-users. The content of the book is comprehensive, thorough, highly actionable, and extremely practical.
Based on the reviews and praise from leading industry figures in the United States, we can tell readers that: Due to the authors' backgrounds as university professors, corporate CEOs, and marketing association directors, this book offers triple benefits—introductory knowledge, knowledge renewal, and in-depth research. It is regarded as a must-read for marketing professionals, the best textbook and reference for marketing students, and a must-read for businesses and organizations. Especially for those companies looking to cultivate a high-quality promotional team, this book can serve as an excellent training manual.