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Book Cover for: Retail Advertising and Promotion, Jay Diamond

Retail Advertising and Promotion

Jay Diamond

Retail Advertising and Promotion explores how today's retailers can effectively reach their existing customers while also attracting and retaining new ones. The only advertising book that focuses specifically on the retail industry, it covers historical perspectives, ethics, regulations, and current trends while featuring practical information on planning and budgeting and advice on how to work with advertising agencies. All forms of advertising media are covered, from newspapers and magazines to television, radio, outdoor advertising, and the Internet. The book also discusses promotional tools such as special events, visual merchandising, and public relations, providing students with all they need to coordinate successful advertising and promotional initiatives on behalf of a retail business. Instructors, contact your Sales Representative for access to Instructor's Materials.

Book Details

  • Publisher: Fairchild Books
  • Publish Date: Mar 17th, 2011
  • Pages: 448
  • Language: English
  • Dimensions: 10.80in - 8.40in - 1.00in - 3.50lb
  • EAN: 9781563678981
  • Categories: Industries - Fashion & Textile IndustryIndustries - RetailingAdvertising & Promotion

About the Author

Diamond, Jay: - Jay Diamond is Professor Emeritus at Nassau Community College, where he served as the Chair of the Fashion, Marketing, and Retailing Department as well as the Dean of Business. His honors include the Distinguished Professor of the State University of New York, as well as the first Distinguished Achievement Award at Nassau Community College. Diamond has written numerous textbooks on fashion, retailing, and marketing. In addition, he is the creative force for Diamond Educational Productions, a company that specializes in fashion, retailing, marketing, and professional development videos.

Praise for this book

This is a rival to Kleppner's Advertising Procedure: Contemporary, comprehensive and beautifully illustrated. Having read Jay Diamond's older and similar book from 1998, I am impressed to see this updated version which is very smartly aligned with present-day advertising and retail practices. It's a must for any library or even personal book-shelf.
Olga Mitterfellner, Mediadesign Hochschule, Germany