Best Practice Sales promotion and the brand

This is a 'best practice' piece on sales promotion and the brand. Whilst accepting that most promotional activity involves price there are other forms of promotion - sweepstakes, premium offers and charity tie-ins for example.

Best Practice

Sales Promotion And The Brand

Roderick White

The last 15 years have seen a substantial increase in the share of marketing budgets taken by promotions, as the spread of scanners has enabled weekly analyses of sales and demonstrated the ability...