Sales Promotion, Roddy Mullin & Julian Cummins

Published by Kogan Page

Buy it now from Blackwell Books

How to create campaigns that work

This is the 4th edition of the late Julian Cummins’ comprehensive work, the latest two editions having been revised by Roddy Mullin.

This book is regarded as essential reading both for students of the subject and experienced practitioners wanting to stay abreast of developments in sales promotion issues and techniques.

Sales promotion is probably used more than any other type of marketing effort and when one reads the numerous case studies in this volume it becomes easy to understand why – properly implemented, sales promotion ‘just works’.

The first nine chapters deal with the issues – among them marketing purpose, what the discipline can achieve, how to create and apply promotions and the legal considerations.

The second half of the book consists of a further six chapters on the various techniques available. The more exciting chapters, they deal with off-the-shelf offers and joint-, price-, premium- and prize-promotions respectively. The final chapter is saved for an examination of international promotions.

Complete with a plethora of case studies – 50 in total - plus self study notes and questions, this is about as comprehensive an introduction to the subject and text book as can be imagined. Little wonder it is a core text of the Institute of Sales Promotion’s diploma course.