The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas.

Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce. No modern marketing curriculum can be complete without a comprehensive review of the up-to-date ideas, information, and industry trends that advertising, public relations, and sales and marketing professionals need to stay ahead of their competition. The Journal of Promotion Management is essential for keeping faculty and professionals updated on the issues and information they need.

Each issue of the Journal of Promotion Management includes research papers, case studies, commentaries, and book reviews--all from leading practitioners and academics. Contributors integrate historical ideas and theoretical concerns into contemporary perspectives, providing the kind of practical information that will give your students the edge in this highly competitive field. And the journal is one of the few sources for material on non-mass media promotional topics, including specialty advertising and sales promotion.

Features of the Journal of Promotion Management include:

• empirical papers with management implications
• case studies that clearly discuss the relevance of the case to other practitioners and academicians
• commentaries on cutting-edge concepts in promotion management from leading academicians and practitioners
• “Industry Trends" columns that note recent or notable events affecting promotion management
• book reviews, with each book reviewed by both an academician and a practitioner

Topics covered in the Journal of Promotion Management have included:

• celebrity branding in sports marketing
• Internet vs. traditional advertising
• promotional strategies in the film industry
• developing a Yellow Pages media unit
• corporate sponsorship
• marketing direct-to-consumer prescription drugs