Human Resource Issues in the Sales Promotion Industry

Sales promotion professionals are now regarded as full-fledged members of the marketing services community. Sales promotion managers are seen as major players with career opportunities extending to the highest levels of achievement. The enhanced image of the profession reflects a greater understanding of the potential contributions of sales promotion to the achievement of long-term corporate objectives. Despite improved status, there are 2 principal factors limiting the number of individuals attracted to the profession: 1. Business schools provide little in the way of sales promotion curricula. 2. There is little published information on career opportunities in this profession. Surveys were conducted on sales promotion educational and employment issues to gather information on industry internship programs, employment qualifications, entry-level positions, and career paths. The findings suggest that a very positive employment climate is developing for individuals pursuing careers in sales promotion.