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Books (2002), Dunod

La promotion des ventes. Du 13 à la douzaine à la fidélisation

Sales promotion is playing an increasing role in the communication mix. The book presents a set of techniques and fundamental concepts to guide choice: consumer behaviour, economic analysis and statistical measurement of the effects.

DESMET, P. (2002). La promotion des ventes. Du 13 à la douzaine à la fidélisation. Dunod, 381 pages.