Author: Totten, John C.
Details: Uses sales data generated by in-store electronic scanners to explain sales promotion strategy and its place in an integrated marketing program. From www.promaxtpo.com: "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.|"
Item Condition: New