Beyond Redemption by Colin Lloyd & Ken Spedding
Sales Promotion Publishing 2009 - £16.75

This is a romp through the history of the promotions industry, covering its origins, the techniques, the people who developed them, and their mistakes and successes, in a way that is both educational and entertaining.

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Sales Promotion by Tony Yeshin 
Thomson 2006 - £27.99

This is probably the most academic book on the subject currently in print. Rather than a 'how to' guide, it very much concentrates on the 'why'. Highly recommended for Account Directors who will find it useful in the strategic development process.

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Promotional Marketing Law – A Practical Guide by Philip Circus. 
Bloomsbury Professional 2011 - £70

This is a handbook on the law and self-regulation applicable to sales promotion and direct marketing. It is written in a refreshing, jargon-free style, concentrating on basic principles. Containing helpful questions and answers, it addresses all the problems typically faced by marketing professionals in this area.

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Sales Promotion, by Julian Cummins & Roddy Mullin
Kogan Page 2008 £25.00

Packed with case studies and practical examples, this book details the tried-and-tested methods that companies use to stay ahead, revealing the winning offers that gain new customers as well as keeping existing ones happy. 

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How to Run Successful Incentive Schemes by John Fisher
Kogan Page 2005. £25.00

This revised third edition includes up-to-date and relevant information for anyone who has the responsibility for developing employee performance and maximizing profit potential, covering all aspects of performance improvement in a comprehensive and accessible way. 

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Does your marketing sell? by Ian Moore 
Nicholas Brealey Publishing 2005 £14.99

This book brings together in one practical and visually attractive guide a new marketing philosophy. The old AIDA model - attention, interest, desire, action - doesnt get the results. Ian Moore has developed a new model - one which is simple, memorable and user-friendly - and is built on the astonishingly oft-overlooked principles of salesmanship.

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The Handbook of Field Marketing by Alison Williams and Roddy Mullin
Kogan Page 2007 £29.95

The Handbook of Field Marketing allows someone with a specific interest in field marketing to understand, within the context of marketing as a whole, how to undertake field marketing. It covers all one needs to know to practice or oversee field marketing in any size company. Marketing personnel and brand managers will find the book particularly useful.

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British Code of Advertising, Sales Promotion and Direct Marketing (The CAP Code)

The latest version of the code can be downloaded from the Code of Advertising Practice website (www.cap.org.uk).