Effective Promotion SP (Revised Version)

Author: Lu Taihong, Zhu Yimin
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Features: In the face of increasingly fierce market competition, promotional activities (SP) are gaining more attention. This book systematically introduces promotional actions, including the principles of SP, SP promotional tools (free SP, discounted SP, contest SP, combination SP), promotional implementation (manufacturer SP, retailer SP, service industry SP, distributor SP, and durable goods SP), SP planning (SP planning basics, SP planning practice), promotional evaluation (pre-testing, post-evaluation, SP ethics, etc.), and promotional case studies. The primary readers of this book are, first, business professionals who are immersed in market competition, bear the mission and pressure of market expansion, and are eager to seek solutions; and second, marketing management students who are preparing to enter the practical field of corporate marketing.