Summary of Sales Promotion

How to Create, Implement and Integrate Campaigns That Really Work

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Sales Promotion book summary
How merchants have built fortunes with four simple words: “Summer Sale! Save Big!” The magic of sales promotion

Rating

8 Overall

9 Applicability

7 Innovation

8 Style

Recommendation

Louisiana governor Huey Long, a populist and a demagogue, once said, “Let’s put the jam jar on the lower shelf where the little man can reach it.” Sales promotion does just that for ordinary shoppers. It lets people save money and shows off your product. Roddy Mullin and Julian Cummins know about sales promotion like Madonna knows about celebrity. In their new book, they expertly explain how sales promotion works, what it can accomplish and what common pitfalls to avoid. The book’s only drawback: It has a British bent that may deter readers in other countries. getAbstract suggests that any marketer who plans a sales promotion campaign without reading this book first should forever forfeit his or her “buy one, get one free” privileges.

In this summary, you will learn

  • What sales promotion is
  • What broad forms it takes
  • What its benefits are
  • How a price-cutting promotion can be dangerous to your business
  • How to implement a sales promotion program
 

Summary

Sales Promotions Are Everywhere
Sales promotions are ubiquitous, all-inclusive and ever present. Customers cannot escape them. Nor would they want to. Who can resist happy hour snacks, a two-for-one offer or a free gift? Such offers excite consumers. Sales promotions give them something...
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About the Authors

Roddy Mullin, sales consultant and author, owns a management-consulting firm headquartered in the United Kingdom. The late Julian Cummins managed a U.K. sales promotion and public relations firm for two decades. He was an Anglican minister.


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