Sales Promotion and Business Communications provides an academic underpinning of sales promotion illustrated by a variety of examples drawn from promotions worldwide, sales promotion campaigns and underpinned with references to academic journals. This work is suitable for undergraduate students of Marketing in particular advertising and Marketing Communications. In todays competitive business environment, you must communicate clearly to be successful. This book will help you develop the communications as well as marketing skills you need. It also reveals the changing face of our industry and shows the importance of first principles combined with practical advice.