Sales promotion is rapidly being recognized as one of the most dynamic elements of the marketing mix. In the process it is attracting increasingly higher percentages of marketing budgets-even up to 50% in some cases. A contemporary and relevant book on this aspect of marketing, Successful Sales Promotion is a unique compilation of 26 exciting case studies all Indian, such as Horlicks, Nestle, British Airways, Pepsi, Thumbs-up, Welcome Group, and Brooke Bond amongst a host of others. This makes it the only book of its kind that deals essentially with the Indian environment. Contents: Foreword Acknowledgements I. Introduction II. Case Studies III. A Further Note on 'Extra Value' Offers IV. A Further Niote on Trade Promotion V. Key Ingredients of Successful Sales Promotion VI. How to Plan A Successful Sales Promotion VII. Evaluating Sales Promotion VIII. Some Final Do's and Don'ts - from Amzon