Advertising and Sales Promotion

The book "Advertising and Sales Promotion" by LAP Lambert Academic Publishing offers a comprehensive analysis of the interactions between advertising, sales promotion, and consumer purchasing behavior. It highlights the various factors that lead consumers to repeatedly choose a particular brand within a product category. The examination of brand loyalty and its relationship with advertising measures and sales promotions is of great interest to marketing managers and researchers. This academic book thoroughly addresses the topic of consumer brand switching behavior to develop a better understanding of the dynamics in consumer behavior. The author, Komal Nagar, provides valuable insights and analyses that are significant for both academic and practical applications in the marketing field.