Promotional Marketing Handbook : A Comprehensive Guide to Sales Promotion and E-marketing (2nd ed)

The new edition of this handbook provides essential, practical advice with detailed checklists to help effectively research, plan, implement and evaluate a campaign.

Rewritten and restructured, there is greater focus on theory and planning; how shoppers shop; using new media and e-marketing; the role of promotions within direct marketing and CRM (customer relationship marketing); targeting; and the latest modelling and evaluation tools.

There are also extensive listings of sources of further information and web-based contacts.