Advertising and Sales Promotion: A Strategic Approach

Description

“Advertising and Sales Promotion: A Strategic Approach” provides a comprehensive and practical roadmap for navigating the complexities of modern sales and marketing. This essential textbook equips students with the strategic skills to master successful sales planning, from developing high-performing teams through effective coaching and robust management techniques to expertly launching products into diverse markets.

Readers will explore critical aspects of sales organization, budgeting, and control, alongside a deep dive into sales promotion principles, techniques, and evaluation. The text meticulously examines the profound impact of brands on sales, offering insights into consumer psychology and public perception to influence buying decisions. Furthermore, it addresses contemporary trends like non-store retailing and the role of personality in purchasing, preparing future professionals to craft winning sales and promotion strategies.

Helen Murray holds a Master’s degree and is a leading consultant in sales and marketing strategy. Her expertise focuses on practical application, market development, and driving sales team performance. She helps organizations achieve their market goals.