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Sales Promotion Decision Making by Stella Minahan, Steve Ogden-Barnes

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CHAPTER 1

Sales Promotions and the New World of Retail

Introduction

This chapter serves two main purposes: it introduces the reader to sales promotions as a distinct and vital topic within marketing and it highlights the significance of effective sales promotions management in a dynamic, competitive environment, where effective decision making is more important than ever. The chapter also summarizes the key aims of the book and the rationale for its timely publication. We argue managers with responsibility for sales promotion management require a deeper understanding of the nature and efficacy of the alternatives available to them to optimize their significant investment in campaigns and initiatives.

Overview of the Book

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