This well-established book covers all the stages of creating and implementing innovative and successful sales promotions for competitive advantage, including off-the-shelf offers, joint promotions, price promotions, premium promotions, and prize promotions The fifth edition explores the use of new media such as SMS, MMS, interactive ожжсш TV, and web-based advertising Each chapter features a new interactive self-study question-and-feedback section Includes 63 case studies.  Technol2010 г Мягкая обложка, 280 стр ISBN 074945704X.