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Sales promotion : how to create, implement and integrate campaigns that really work.

Author: Julian Cummins; Roddy Mullin
Publisher: London : Kogan Page, 2002.
Edition/Format:   Print book : English : 3rd ed.View all editions and formats

Sales promotion is recognized as one of the most powerful weapons available in sales and marketing. This book demonstrates tested methods that companies use to stay ahead, detailing the offers that  Read more...


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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Julian Cummins; Roddy Mullin
ISBN: 0749438649 9780749438647
OCLC Number: 248372147
Notes: Previous edition: / by Julian Cummins. 1998.
Description: xvi, 256 p : ill
Contents: Introduction: Sales promotion in action - it adds the fun; The extent of sales promotion; Why sales promotion has grown; How to use this book. Part I. The context: Starting with the customer - Customers and their behaviour, The new marketing mix, It's all in the mind of the customer, Managing the brand - influencing the mind of the customer, Sales promotion and ethics, Summary; The business and marketing purpose behind sales promotion - Introduction, Business and marketing objectives, The promotional mix, Value and price, Marketing tactics and strategies, The marketing plan, Case studies, Summary; What sales promotions can do - The 10 core promotional objectives, Case studies, Summary; How to use promotions - From promotional objective to promotional brief, Promotional mechanics, Case studies, Summary; How to be creative - Types of creativity, Creative promotions case studies, Thinking creatively, Creative techniques, Making the most of your idea, Case studies, Summary; How to use suppliers - Sales promotion agencies, Handling houses, Point of purchase manufacturers, Promotional insurers, Specialist printers, Field marketing agencies, Premium sourcing houses, Summary; How to implement a promotion - Budget, Timing, Communication, Logistics, Legalities, A structured process, Implementation, Summary; Self-regulation and the law - UK Codes of Practice, UK law, EU and international law, Case studies, Summary; Marketing accountability and research - Doing market accountability and research, Marketing accountability: how to define success, set KPIs, measure and evaluate promotions, The purpose of marketing accountability, Keeping evaluation knowledge, Research, Market testing, Summary. PART II. Sales promotion techniques: Off-the-shelf offers - Free accommodation, Holiday vouchers, Discount coupons, Two-for-one flights, High street vouchers, Insurance offers, Packaged schemes, Free film promotions, Case studies, Summary; Joint promotions - Planning principles, Sample promotions, Referral coupon promotions, Charity promotions, Loyalty schemes, Phantom partnerships, Case studies, Summary; Price promotions - How prices are set, Segment pricing, Immediate discounts, Delayed discounts, Coupons, Finance deals, Trade price promotions, Case studies, Summary; Premium promotions - On-pack offers, With purchase premiums, Free mail-ins, Self-liquidators, Brand extension promotions, Business gifts, Case studies, Summary; Prize promotions - Competitions, Free draws, Instant wins, Games, Probability promotions, Case studies, Summary; International sales promotion - Types of international promotion, Localizing the global, Case studies, Summary; Self-study questions and feedback - Self-study questions, Summary, Feedback, Further information.
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"This book reveals the changing face of our industry and shows the importance of first principles combined with practical advice. 'Sales Promotion' is essential reading for any practitioner needing Read more...

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