Promotion Planning and Management

Author: Yang Lunchao, Editor-in-Chief
Publisher:
Publish Date: 2005-08-01
Features: This book focuses on sales promotion as its main theme, introducing the meaning, characteristics, and functions of promotion; the abilities and qualities of promotion personnel; promotional strategies, methods, and techniques for consumers; the application of channel promotion strategies; combination promotion strategies; the design of promotional survey planning documents; the evaluation of promotional campaign effectiveness; and promotional management. The book combines theory with practice, offering both knowledge and applicability. It is suitable as a textbook for marketing students in higher vocational and technical colleges, as well as for training corporate marketing personnel. It provides practical guidance for researching promotional theory, mastering promotional skills, and innovating promotional thinking.