Sendenkaigi Co., Ltd., a publisher of professional magazines in marketing and advertising headquartered in Minato-ku, Tokyo and led by President Tomoya Takahashi, will release the book “Promotional Marketing Basic,” edited by the Japan Promotional Marketing Association, on May 15 at major bookstores across Japan and online bookstores. The book is edited by the Japan Promotional Marketing Association and published by Sendenkaigi. It is priced at 3,300 yen, including tax, with a base price of 3,000 yen. The ISBN is 978-4-88335-652-2. With the progress of digitalization led by AI, consumer purchasing behavior has become more visible, enabling companies to understand in detail who bought something, why they bought it, and how they made the purchase. The focus of marketing is also shifting from acquiring new customers to retaining customers and encouraging repeat purchases. At the same time, word of mouth on social media is having a growing influence on consumer buying behavior. However, many people in the field still say that marketing initiatives remain fragmented and hard to grasp as a whole, or that they rely too heavily on experience and intuition. This book is a practical guide that addresses these issues by systematizing promotion around consumer purchasing behavior. “Promotional marketing,” as used in the title, refers to activities that stimulate consumer purchase motivation for customer acquisition and retention, as well as activities that motivate people involved in sales, including personnel at companies, retailers, and wholesalers. This edition newly adds sections on digital POP and retail media. It reframes promotion not merely as a set of techniques, but as the core that drives marketing. By systematically learning knowledge directly connected to practice, readers can develop the ability to design increasingly complex promotional activities themselves. The book serves as a guide for that purpose. Readers can learn the definition, activity areas, and basic