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Promotion In The Merchandising Environment


3rd Edition

Kristen K. Swanson and Judith C. Everett

978-1-5013-1124-6 (online)
978-1-6289-2157-1 (paperback)
978-1-6289-2158-8 (epdf)
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With the rise of digital media, promotion remains a key element at each step of the merchandising process to communicate a clear message about a product, brand, or retailer to the end user. Promotion strategies that were once limited to traditional media—print ads, radio or TV commercials—must now integrate digital media and more innovative means of communication through social media to stay relevant. The third edition of Promotion in the Merchandising Environment explains the process of promotion and the promotion mix tools used for creating successful campaigns. With expanded coverage of digital media, updated examples and images of retail advertisements and promotional activities in each streamlined chapter, students will gain a full understanding of how to create a successful promotion campaign for retail products.

Table of contents