Sales promotion decision making : concepts, principles, and practice

dc.contributor.author	Ogden-Barnes, Steve
dc.contributor.author	Minahan, Stella
dc.date.issued	2015
dc.identifier.isbn	978-1-63157-048-3
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/6985
dc.description	147 p. : ill.
dc.description.abstract	Distilled from over 700 articles and cases, it presents the findings of comprehensive global research which explores the DNA of sales promotions, including their role, nature, and function, the critical decision-making processes, and campaign evaluation. This is supported with case studies of sales promotion planning in practice based on research conducted in FMCG and retail organizations. The book offers the reader a deeper, more comprehensive and critical expert appreciation of the core concepts that define sales promotions. This will empower decision makers, consultants, and stakeholders to make more confident, informed, and effective campaign decisions.
dc.language.iso	en
dc.publisher	Business Expert Press
dc.relation.ispartofseries	Marketing Strategy Collection
dc.subject	Selling
dc.subject.other	Sales promotion
dc.subject.other	Decision making
dc.title	Sales promotion decision making : concepts, principles, and practice
dc.type	Book