484 The Marketing Book
Marketing Weapon, Journal of Marketing Man-
agement, 13 (8), 777–789. Demonstrates the use
of promotions as a strategic marketing tool
through research into the attitudes and prac-
tices of promotional competition sponsors.
Confirms the versatility of such value-adding
promotions in influencing consumer behav-
iour and meeting a range of marketing
objectives.
Quelch, J. A. (1989) Sales Promotion Management,
Prentice-Hall, Englewood Cliffs, NJ. Uses
some very detailed and interesting cases to
illustrate perspectives on sales promotion
theory, covering different types of markets
and targets. Includes a rarity, a vigourous
defence of price promotions.
Schultz, D. E., Robinson, W. A. and Petrison, L.
A. (1998) Sales Promotion Essentials: The 10
Basic Sales Promotion Techniques... And How
to Use Them, NTC Business Books. A good
introduction to the basics of sales promotion
for practitioners.
Shimp, T. A. (2000) Advertising, Promotion and
Supplemental Aspects of Integrated Marketing
Communications, 5th edn, Dryden Press, Fort
Worth. Although sales promotion is still
overshadowed by advertising within this
text, its integrated communications perspec-
tive highlights the many ‘crossover’ points
between sales promotion and other market-
ing mix elements, such as direct mail and
point-of-purchase promotion. The coverage
of consumer behaviour in relation to promo-
tions and promotions planning is excellent.
The variety of interesting cases and refer-
ences provided makes this a particularly
helpful book for academics.
Toop, A. (1992) European Sales Promotion: Great
Campaigns in Action, Kogan Page, London.
One of the first books to demonstrate the
strategic use of promotions within the mar-
keting mix of leading multinational com-
panies through a series of well-dissected
case studies. Helps to capture the creative
excitement and fun involved in top-notch
promotions, and charts the emergence of
the concept of pan-European sales
promotions.