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Unit 9: Sales Promotion
10. “Sales promotions should be developed as campaigns and not as single unrelated events”. Notes
Elaborate
Answers: Self Assessment
1. False 2. False
3. True 4. True
5. False 6. Push
7. Spiff/Push Money 8. Extra Value
9. Concurrent 10. Competitive parity
9.9 Further Readings
Books Ginger Conlon, Cornering the Market, Sales and Marketing Management, March 1997.
Homer B. Smith, The First Three Minutes of a Successful Sales Approach, Personal
Selling Power, 10, 1990.
Joseph S. Mair, The Big Event and Sales Campaign, in Handbook of Sales Promotion, ed.
Stanley M. Ulanoff, (McGraw-Hill 1985).
SHH Kazmi and Satish K Batra, Advertising and Sales Promotion, Excel Books,
New Delhi.
Online links http://www.allaboutbranding.com/index.lasso?article=290
www.ezinearticles.com/? Successful-Sales-Promotions
www.workoninternet.com/article_27484.html
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