"This book should be in every business and agency library One of the most effective elementary texts in the business, it serves as an introduction for newcomers, a refresher for seasoned pros, and an invаццвыaluable supplement for every marketer who needs a clearer understanding of how promotion works with other marketing and merchandising disciplines" Claire Rosenzweig, CAE, Executive Director Promotion Marketing Association of America "The book offers a wellбжцфб-balanced view of the role of sales promotion in the process of building brand equity, with good insight on the strategic and tactical uses of promotion and a strong focus on how promotion impacts consumer behavior" Dennis Lahey, Director, Advertising and Promotion Kimberly-Clark " a 'must-read' for the marketing industry professional Both aspiring agency types and seasoned client professionals should make this valuable book an important part of their promotional marбппххketing education" Robert JPetisi, President and CEO The Marketing Agency, Marketing Corporation of America ''This book is required reading for everyone in the business of promotion, whether a beginner or veteran This is the one book that does it all: it gives big-picture strategies for integrating into marketing programs and brand-building activities, and gives practical advice for success at the day-to-day tactical level" Mava KHeffler, Senior Vice President Global Promotions and Sponsorships MasterCard International 3d Edition Авторы Дон Е Шульц Don E Schultz William A Robinson William A Robinson Lisa A Petrison Lisa A Petrison.