Relevant Knowledge Series

Sales Promotion

Sales Promotion summarizes “what we know” and “what we need to know” about the well-researched field of sales promotion. With a focus on substantive knowledge rather than methodology, Neslin examines how promotion affects sales and profits, types of sales promotions, the interaction of advertising and promotion, and future research challenges.

"An invaluable resource for executives who need to know when, for whom, and to what extent promotions are likely to work, as well as why and how promotion works.”—From “About the Series” by Donald Lehmann

Contents

• Why Sales Promotion?
• How Promotion Affects Sales and Profits
• Types of Promotions
• Advertising and Promotion
• Assessment and Future Research Opportunities

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