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| List of case studies | |
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| Foreword | |
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| Preface to the third edition | |
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| Introduction | |
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| Sales promotion in action--it adds the fun | |
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| The extent of sales promotion | |
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| Why sales promotion has grown | |
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| How to use this book | |
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| The context | |
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| Starting with the customer | |
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| Customers and their behaviour | |
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| The new marketing mix | |
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| It's all in the mind of the customer | |
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| Managing the brand--influencing the mind of the customer | |
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| Sales promotion and ethics | |
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| Summary | |
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| The business and marketing purpose behind sales promotion | |
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| Introduction | |
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| Business and marketing objectives | |
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| The promotional mix | |
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| Value and price | |
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| Marketing tactics and strategies | |
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| The marketing plan | |
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| Case studies | |
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| Summary | |
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| What sales promotions can do | |
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| The 10 core promotional objectives | |
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| Case studies | |
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| Summary | |
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| How to use promotions | |
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| From promotional objective to promotional brief | |
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| Promotional mechanics | |
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| Case studies | |
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| Summary | |
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| How to be creative | |
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| Types of creativity | |
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| Creative promotions case studies | |
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| Thinking creatively | |
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| Creative techniques | |
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| Making the most of your idea | |
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| Case studies | |
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| Summary | |
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| How to use suppliers | |
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| Sales promotion agencies | |
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| Handling houses | |
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| Point of purchase manufacturers | |
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| Promotional insurers | |
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| Specialist printers | |
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| Field marketing agencies | |
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| Premium sourcing houses | |
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| Summary | |
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| How to implement a promotion | |
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| Budget | |
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| Timing | |
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| Communication | |
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| Logistics | |
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| Legalities | |
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| A structured process | |
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| Implementation | |
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| Summary | |
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| Self-regulation and the law | |
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| UK Codes of Practice | |
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| UK law | |
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| EU and international law | |
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| Case studies | |
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| Summary | |
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| Marketing accountability and research | |
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| Doing market accountability and research | |
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| Marketing accountability: how to define success, set KPIs, measure and evaluate promotions | |
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| The purpose of marketing accountability | |
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| Keeping evaluation knowledge | |
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| Research | |
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| Market testing | |
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| Summary | |
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| Sales promotion techniques | |
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| Off-the-shelf offers | |
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| Free accommodation | |
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| Holiday vouchers | |
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| Discount coupons | |
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| Two-for-one flights | |
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| High street vouchers | |
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| Insurance offers | |
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| Packaged schemes | |
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| Free film promotions | |
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| Case studies | |
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| Summary | |
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| Joint promotions | |
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| Planning principles | |
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| Sample promotions | |
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| Referral coupon promotions | |
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| Charity promotions | |
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| Loyalty schemes | |
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| Phantom partnerships | |
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| Case studies | |
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| Summary | |
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| Price promotions | |
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| How prices are set | |
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| Segment pricing | |
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| Immediate discounts | |
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| Delayed discounts | |
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| Coupons | |
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| Finance deals | |
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| Trade price promotions | |
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| Case studies | |
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| Summary | |
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| Premium promotions | |
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| On-pack offers | |
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| With-purchase premiums | |
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| Free mail-ins | |
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| Self-liquidators | |
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| Brand extension promotions | |
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| Business gifts | |
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| Case studies | |
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| Summary | |
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| Prize promotions | |
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| Competitions | |
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| Free draws | |
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| Instant wins | |
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| Games | |
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| Probability promotions | |
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| Case studies | |
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| Summary | |
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| International sales promotion | |
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| Types of international promotion | |
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| Localizing the global | |
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| Case studies | |
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| Summary | |
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| Self-study questions and feedback | |
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| Self-study questions | |
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| Summary | |
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| Feedback | |
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| Further information | |
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| Index | |