Analyzing Sales Promotion: Text & Cases : How to Profit from the New Power of Promotion Marketing

by John C. Totten, Martin P. Block

Uses sales data generated by in-store electronic scanners to explain sales promotion strategy and its place in an integrated marketing program. From "Second Edition by John C. Totten And Martin P. Block (1996). An interesting book, if your motivation is in getting more value from promotions. Based on USA experiences, the strength of the book lies in it's theoretical analysis. Most valuable is the coverage of where the promotional lift comes from, and the impact of buyers who switch brands. There is no coverage of the overall management of trade spend and narrow focus on incremental performance. The book covers the practice of promotions in the USA and also attempts a more general coverage - i.e. outside grocery.|"

226 pages, Paperback

First published November 1, 1994

Reviews

[Guy Powell · Rating 3 out of 5]

Understanding each of the critical sales channels makes a huge difference in understanding the effectiveness of sales and marketing channels.