Roddy Mullin is a practitioner and business consultant with 30 years' experience working for the professions, manufacturers, service and media industries, large organisations (such as BRE and Royal Mail) and government (NAO), and a widely translated author (into Chinese, Russian, Korean, Polish and Portuguese, for example). His books are targeted at entrepreneurs, small business owners, academic students (as university undergraduate and diploma course core texts) and those seeking marketing careers. His books cover all aspects of marketing - this book describes how to implement promotions; his other books focus on measuring marketing, direct marketing, analysis of the shopper and experiential marketing.