Sales Promotion: Concepts, Methods, and Strategies

Rating:
Summary: Indispensable book for anyone involved in Sales promotion
Review: Blattberg & Neslin's book is the best book I have come across which deals with sales promotion planning and analysis. Unlike most books which content themselves with conceptual approaches to the issue, this book, deals extensively with the analysis (i.e. modelling). If you are involved in Sales promotion (especially in packaged goods), the book will be the most important addition to your bookshelf