This landmark book is packed with analysis of past experience in sales promotion; invaluable, up-to-date statistics; and dozens of informational charts, graphs, and real-life examples, all designed to give you a closeup look at how promotional techniques work. Analyzing Sales Promotion is guaranteed to help marketing managers, brands managers, sales managers, and product managers develop general principles and guidelines for planning successful sales promotion programs and, ultimately, strategies.

Analyzing Sales Promotion explains:

• Sales promotion strategy and how it should fit with your overall integrated marketing.

• Fundamentals of promotion analysis, including sources and uses of data.

• The nature of consumer response to sales promotion, including such key factors as brand loyalty versus price sensitivity.

• Analysis techniques for disaggregate and aggregate data.

• The basic principles of promotion analysis that can be applied to all sales promotion and brand management.

And, special sections on:

• Integrated marketing communication.

• Characteristics of trade and sales force "audiences."

• Sales promotion strategy, including marketing communication strategy and "fact-based marketing."

• Strategic responses.

• Analysis techniques for aggregate data.

• Seasonality analysis, including holiday effects.

When you're planning your next sales promotion, there's no need to repeat costly mistakes—your own or others'. By getting the "big picture" of tools and techniques that have worked for companies in similar situation, you can build successful promotions that are based on solid analysis and research.

John C. Totten, is Vice President, analytical and technical products, with Nielsen Market Research. In this role, he frequently addresses important marketing conferences, including those sponsored by the Operations Research Society of America and the Institute of Management Sciences. Totten is currently researching ways to integrate Dun and Bradstreet’s information for consumer goods manufacturers into a comprehensive set of marketing mix analysis and planning tools.