Michael Hardman Published in Marketing in the 21st Century Textbook

AKRON, Ohio – Hardman Group President Michael Hardman added to his publication list as his chapter entitled “Chapter 9 - Sales Promotions: Boom or Bust for Brand Loyalty?” appeared in the newest edition of the four-volume textbook series Marketing in the 21st Century, Volume 4, published by Praeger Publishers in Westport, Conn.

The chapter focused on the effects of promotions on brand loyalty and found that “the traditional view of sales promotions as being good for short-term effects alone” is an outdated ideal and that loyal customers are affected just as strong, if not stronger, by sales promotions as newer customers.

“This was a great opportunity for me to sit down and write about something I have extensive experience with and to share it with those looking to expand their horizons,” Hardman Group President Mike Hardman said.  “This series of textbooks provides a wealth of knowledge and I hope my contributions to this abundance of information benefits those studying marketing communications.”

Marketing in the 21st Century is a four-volume textbook series covering the full spectrum of marketing-related issues, in their business and cultural contexts.  Written by leading academic thinkers and business practitioners, the four volumes highlight emerging and innovative practices, illustrated through examples from around the world.  Volume one focuses on new world marketing while volumes two and three focus on interactive and multi-channel marketing and company and custom relations respectively.  Volume four looks at integrated marketing communications.

To read “Sales Promotions: Boom or Bust for Brand Loyalty?” in its entirety, Click Here or click on the chapter title in the “News” section.  Click Here for more information on the Marketing in the 21st Century series on the Praeger Publishers Web site.