"This book should be in every business and agency library. One of the most effective elementary texts in the business, it serves as an introduction for newcomers, a refresher for seasoned pros, and an invaluable supplement for every marketer who needs a clearer understanding of how promotion works with other marketing and merchandising disciplines."
--- Claire Rosenwieg, CAS, Executive Director, Promotion Makreting Association of America

"...a 'must-read' for the marketing industry professional. Both aspiring agency types and seasoned client professionals should make this valuable book an important part of their professional marketing education."
--- Robert J. Petisi, Presient and CEO, The Marketing Agency