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.

Sales Promotion: Concepts, Methods, and Strategies

Business & Money

Blattberg, Robert C.

Neslin, Scott A.

Economics

Pearson

Sales Promotion: Concepts, Methods and Strategies

Management & Leadership

PRENTICE/HALL

Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise―from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach―though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)

Database Marketing: Analyzing and Managing Customers (International Series in Quantitative Marketing, 18)

Kim, Byung-Do

Springer

Advanced Database Marketing

GOWER

Coussement, Kristof

Bock, Koen W. De

Industries

Firms spend a significant part of their marketing budgets on sales promotions. Since the impact of promotions on sales is usually immediate and strong, promotions are attractive to results-oriented managers seeking to increase sales in the short term. There are few, if any, other marketing instruments that are equally effective. Promotions also affect sales after the immediate sales bump. In other words, they have dynamic effects on consumer purchase behavior outside the period of the promotional offer. Promotion Dynamics presents a comprehensive overview of the various dynamic effects of promotions. Since the literature on dynamic promotion effects is vast and quite scattered, and there have been so many researchers who have worked in this field across decades using very wide-ranging terminologies, methodologies, and data, there is a need to catalog the current state of affairs. To keep the discussion centered on a common theme, the authors focus in particular on the dynamic effects of price promotions (rather than non-price promotions) offered to consumers (rather than to the trade or to sales force). Promotion Dynamics has two target audiences: The first is marketing students and marketing professionals seeking insights into the dynamic effects of promotions. For this audience, the dynamic effects are illustrated with several graphs that show what has been found in the literature and indicate what managers can do with these findings. The second audience is academic researchers new to the promotions area who are interested in studying dynamic promotion effects. This audience will benefit not only from model equations and the literature summary but also will derive inspiration from suggestions for future research.

Promotion Dynamics (Foundations and Trends(r) in Marketing)

Van Heerde, Harald

Marketing & Sales

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