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
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.