Chapter 15
Sales Promotion
In This Chapter
◆ What a sales promotion is and why businesses use them
◆ How to balance the three possible objectives of a sales promotion
◆ How to understand a sales promotion by looking at its components
◆ How to develop a sales promotion from start to finish
Ever since Chapter 3, when I introduced the Four Ps (plus the fifth P—people), I’ve been using the word “promotions” as a big catch-all. Depending on the context, when I said “promotions,” I could have been referring to advertising, selling, or the use of incentives to stimulate short-term sales. Advertising and selling are big topics. They are the major components of the P for promotion, and I’ll deal with them in Parts 4 and 5. For now, let’s turn our attention ...

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