Sales promotion: how to create implement and integrate campaigns that really work
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Kogan Page
2002
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVI, 256 S. |
| ISBN: | 0749438649 |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | List of case studies vii
Foreword ix
Preface to the third edition xi
Introduction 1
Sales promotion in action it adds the fun 1; The extent of
sales promotion 2; Why sales promotion has grown 3; How to
use this book 4
Part I. The context
1. Starting with the customer 9
Customers and their behaviour 9; The new marketing mix 11; It s
all in the mind of the customer 13; Managing the brand
influencing the mind of the customer 14; Sales promotion and
ethics 16; Summary 17
2. The business and marketing purpose behind sales promotion 19
Introduction 19; Business and marketing objectives 20; The
promotional mix 22; Value and price 24; Marketing tactics and
strategies 27; The marketing plan 29; Case studies 30; Summary 32
3. What sales promotions can do 33
The 10 core promotional objectives 33; Case studies 42;
Summary 44
iv 1 Contents
4. How to use promotions 45
From promotional objective to promotional brief 45; Promotional
mechanics 49; Case studies 51; Summary 56
5. How to be creative 57
Types of creativity 57; Creative promotions case studies 59;
Thinking creatively 61; Creative techniques 65; Making the most
of your idea 67; Case studies 68; Summary 70
6. How to use suppliers 71
Sales promotion agencies 72; Handling houses 77; Point of
purchase manufacturers 78; Promotional insurers 81; Specialist
printers 83; Field marketing agencies 84; Premium sourcing
houses 85; Summary 87
7. How to implement a promotion 89
Budget 90; Timing 92; Communication 92; Logistics 94;
Legalities 94; A structured process 95; Implementation 99;
Summary 100
8. Self regulation and the law 101
UK Codes of Practice 102; UK law 104; EU and international
law 105; Case studies 106; Summary 108
9. Marketing accountability and research 109
Doing market accountability and research 109; Marketing
accountability: how to define success, set KPIs, measure and
evaluate promotions 109; The purpose of marketing
accountability 110; Keeping evaluation knowledge 111;
Research 114; Market testing 118; Summary 119
Fart II. Sales promotion techniques
10. Off the shelf offers 123
Free accommodation 124; Holiday vouchers 125; Discount
coupons 127; Two for one flights 129; High street vouchers 130;
Insurance offers 130; Packaged schemes 133; Free film
promotions 134; Case studies 136; Summary 139
11. Joint promotions 141
Planning principles 141; Sample promotions 145; Referral
coupon promotions 145; Charity promotions 146; Loyalty
schemes 149; Phantom partnerships 151; Case studies 152;
Summary 154
Contents 1 v
12. Price promotions 157
How prices are set 157; Segment pricing 160; Immediate
discounts 161; Delayed discounts 166; Coupons 169; Finance
deals 172; Trade price promotions 175; Case studies 179;
Summary 183
13. Premium promotions 185
On pack offers 186; With purchase premiums 188; Free
mail ins 189; Self liquidators 192; Brand extension
promotions 193; Business gifts 194; Case studies 197;
Summary 200
14. Prize promotions 203
Competitions 205; Free draws 210; Instant wins 213;
Games 214; Probability promotions 216; Case studies 218;
Summary 223
15. International sales promotion 225
Types of international promotion 225; Localizing the
global 229; Case studies 231; Summary 234
16. Self study questions and feedback 235
Self study questions 235; Summary 238; Feedback 238
Further information 241
Index 251
|
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| indexdate | 2024-07-09T19:15:22Z |
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| isbn | 0749438649 |
| language | English |
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| physical | XVI, 256 S. |
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| spelling | Cummins, Julian Verfasser aut Sales promotion how to create implement and integrate campaigns that really work Julian Cummins & Roddy Mullin 3. ed. London Kogan Page 2002 XVI, 256 S. txt rdacontent n rdamedia nc rdacarrier Marketing rasuqam Promotion des ventes rasuqam Technique de vente rasuqam Marketing Sales promotion Sales-promotion (DE-588)4076968-9 gnd rswk-swf Sales-promotion (DE-588)4076968-9 s DE-604 Mullin, Roddy Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010386392&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cummins, Julian Mullin, Roddy Sales promotion how to create implement and integrate campaigns that really work Marketing rasuqam Promotion des ventes rasuqam Technique de vente rasuqam Marketing Sales promotion Sales-promotion (DE-588)4076968-9 gnd |
| subject_GND | (DE-588)4076968-9 |
| title | Sales promotion how to create implement and integrate campaigns that really work |
| title_auth | Sales promotion how to create implement and integrate campaigns that really work |
| title_exact_search | Sales promotion how to create implement and integrate campaigns that really work |
| title_full | Sales promotion how to create implement and integrate campaigns that really work Julian Cummins & Roddy Mullin |
| title_fullStr | Sales promotion how to create implement and integrate campaigns that really work Julian Cummins & Roddy Mullin |
| title_full_unstemmed | Sales promotion how to create implement and integrate campaigns that really work Julian Cummins & Roddy Mullin |
| title_short | Sales promotion |
| title_sort | sales promotion how to create implement and integrate campaigns that really work |
| title_sub | how to create implement and integrate campaigns that really work |
| topic | Marketing rasuqam Promotion des ventes rasuqam Technique de vente rasuqam Marketing Sales promotion Sales-promotion (DE-588)4076968-9 gnd |
| topic_facet | Marketing Promotion des ventes Technique de vente Sales promotion Sales-promotion |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010386392&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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