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Sales Promotion, by Scott A Neslin
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- ISBN Number:
- 0965711412
Offers an overview of the field of promotions: how promotions affect sales and profits, types of sales promotions, the interaction of promotion and advertising, and future research. With a practical orientation grounded in rigorous scholarship, this monograph is intended to be a resource to both academics and businesspeople.
About the Author
Scott A. Neslin is the Albert Wesley Fry Professor of Marketing at the Amos Tuck School of Business, Dartmouth College.