Sales promotion : principles & best practices / Herbert M. Sancianco

Includes bibliographical references.

The marketplace : operating realities and challenges -- Sales Promotion as business development strategy -- Consumer promotion -- Sales team incentives -- Sales promotion in customer relationship management -- Marketing service companies -- The Elements that make a successful campaign -- Success or failure? monitoring and measurement results.

This book is a great learning tool and professional reference material on consumer and trade sales promotion-the fourth P in the marketing mix. This book educates the reader as to what it can do for a brand that is either entering the marketplace, developing itself for higher growth or prolonging its demand over a longer period of time where it can compete effectively during weak business periods.