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Promotion in the Merchandising Environment | Edition: 3

Kristen K. Swanson, Judith C. Everett
Publication Date:
Bloomsbury Academic
Estimated Student Price  (Savings based on Print, New)
  • Print, new: $125.00
  • Print, used: $93.75  (25% Savings)
  • Print, new rental: $85.00   (32% Savings)
  • Print, used rental: $58.75   (53% Savings)


With the rise of digital media, promotion remains a key element at each step of the merchandising process to communicate a clear message about a product, brand, or retailer to the end user. Promotion strategies that were once limited to traditional media-print ads, radio or TV commercials-must now integrate digital media and more innovative means of communication through social media to stay relevant. The third edition of Promotion in the Merchandising Environment explains the process of promotion and the promotion mix tools used for creating successful campaigns. With expanded coverage of digital media, updated examples and images of retail advertisements and promotional activities in each streamlined chapter, students will gain a full understanding of how to create a successful promotion campaign for retail products.

New to This Edition
~Updated chapter-opening vignettes relate the content of each chapter to the industry
~Now in full color with 60% new photographs, advertisements, charts and graphs
~New Chapter 3 “The Creative Process in Promotion” explains how the elements and principles of design are used in promotional activities and illuminates the creative relationship between retailers and advertising agencies
~New Chapter 8 “New Media” covers interactive retailing, e-commerce, and social media, such as Facebook, Twitter, Instagram, and Pinterest
~New end-of-chapter checklists for easy review of content and a new term-long advertising brand campaign assignment
~Emphasizes the concept of integrated marketing communications (IMC), the effects of consumers' changing attitudes and how changes in technologies and distribution channels are driving communication and fashion promotion today
~Coverage has been streamlined to 14 concise chapters

Instructor Resources
~Instructor's Guide with Test Bank provides suggestions for planning the course and using the text in the classroom, supplemental assignments, lecture notes, and sample test questions
~PowerPoint presentations include images from the book and provide a framework for lecture and discussion


Kristen K. Swanson is a Professor of Merchandising in the School of Communication at Northern Arizona University, US.
Judith C. Everett is Emeritus Professor of Merchandising in the School of Communication at Northern Arizona University, US.

This book was adopted by:
Albright College
Austin Community College
Austin Community College 523
Ball State University
Brenau University
Clark Atlanta University
Delta State University
East Tennessee State University
High Point University
Immaculata University
Lamar University
Lasell College
Madonna University
Marymount University
Morgan State University
Nassau Community College
New Mexico State University Main Campus
North Carolina A&T State University
Pierce College Bookstore - Fort Steilacoom Campus
Pierce College Bookstore - Puyallup Campus
Radford University
Sam Houston State University
Sierra College - Rocklin
Southern New Hampshire University
Stephen F. Austin State University
TCC – CLM Form
TCC – Northeast
Tennessee Technological University
The Ohio State University - Columbus Campus
University of Central Oklahoma
University of Southern Mississippi
Virginia Commonwealth University
West Virginia University
West Virginia University Evansdale

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Table of Contents

Part I. Introduction to Promotion
1. What is Promotion?
2. Consumer Behavior
3. The Creative Process in Promotion
4. Fashion Forecasting
Part II. Promotion Preparation
5. Promotion Organization
6. Promotion Planning and Budgeting
Part III. Media
7. Traditional Media
8. Digital Media
Part IV. Promotion Mix
9. Advertising
10. Direct Marketing and Sales Promotion
11. Public Relations
12. Personal Selling
13. Fashion Shows and Special Events
14. Visual Merchandising