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CHOICE Review

This enjoyable book offers an incredible number of examples related to effectively conducting a promotional campaign. The authors have updated their previous edition (1986), emphasizing the impact of an information economy on the production and delivery of promotional messages. A major focus is how the Internet will be a key provider of promotional material in the future. This reviewer found the book's many examples of how companies are successfully using the latest promotional techniques addictive reading. For example, the authors discuss American Airlines' hugely popular AAdvantage Incentives Miles program and how it promotes positive relationships among retailers, customers, and of course American Airlines. Another example discussed was how Zima quite successfully was launched as a new drink by using an Internet website to create a simulated bar. Although Zima never really caught on as a popular drink, the example is still noteworthy for other consumer marketers on how to use the Internet to stimulate sales. Likewise, the goal of maximarketing is to examine carefully the dazzling, almost bewildering array of new media options available either now or in the near future throughout the world. Recommended for undergraduate or graduate marketing or technology collections. D. C. Kimball Elms College