Skip to content

Sales Promotion How to Create, Implement and Integrate Campaigns That Really Work

Spend $50 to get a free DVD!

ISBN-10: 0749438649

ISBN-13: 9780749438647

Edition: 3rd 2002

Authors: Julian Cummins, Roddy Mullin

List price: $39.95
Blue ribbon 30 day, 100% satisfaction guarantee!
what's this?
Rush Rewards U
Members Receive:
Carrot Coin icon
XP icon
You have reached 400 XP and carrot coins. That is the daily max!

Description:

"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." --Edwin Mutton, Director General, Institute of Sales Promotion When the first edition was published [Italics] Marketing magazine said "It should be prescribed reading for all consultants from account director down, and all promotion personnel from marketing manager down." This fully updated third edition includes new developments in the field of sales promotion, exploring use of the Internet, e-mail, and text messaging, and also features a new interactive self-study question-and-feedback section. Packed with case studies and practical examples, the 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. Topics covered include: the purpose of sales promotion; what sales promotion can do for you; how to use different promotional techniques, including joint promotions, price promotions and off-the-shelf promotions; how to implement an integrated market strategy; maintaining a crucial creative edge; the best ways to use suppliers; researching and evaluating your promotion.
Customers also bought

Book details

List price: $39.95
Edition: 3rd
Copyright year: 2002
Publisher: Kogan Page, Limited
Publication date: 7/1/2003
Binding: Paperback
Pages: 272
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 0.440
Language: English

List of case studies
Foreword
Preface to the third edition
Introduction
Sales promotion in action--it adds the fun
The extent of sales promotion
Why sales promotion has grown
How to use this book
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
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
Index