# 1028519

Promotional Marketing

How to Create, Implement & Integrate Campaigns that Really Work


Συγγραφέας: Mullin Roddy
Εκδότης: Kogan Page Ltd
ISBN: 9780749472467
Αριθμός Σελίδων: 288
Διαστάσεις: 24x2x17
Έτος Έκδοσης: 2014

Σύνοψη του βιβλίου "Promotional Marketing"

The new edition of Promotional Marketing, formerly Sales Promotion (2010), details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones happy. Updated throughout, Promotional Marketing also features the latest best practice advice for working in digital channels including web-based and mobile-based promotions. Packed with practical examples to aid learning the 60+ case studies covered analyse promotions from brands such as Sainsbury's; Sellotape; Discovery Foods; Listerine; Haagen-Dazs; Natwest; BT; Shell; Diageo; Cadbury's and Kleenex. Topics covered include: the purpose of promotional marketing; what promotional marketing can do for you; how to use different 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; and evaluating your promotion.


Συγγραφέας/εις: Mullin Roddy
Κατηγορία: management
ISBN: 9780749472467
Ημερ/νία έκδοσης: 03/09/2014
Εκδότης: Kogan Page Ltd
Εξώφυλλο: Paperback
Σελίδες: 288
Τόπος έκδοσης: London
Χώρα έκδοσης: United Kingdom
Βάρος βιβλίου: 491 gr
Διαστάσεις βιβλίου: 24x2x17 cm
Στοιχεία έκδοσης: 6th Revised edition
Λεπτομέρειες εικονογράφησης: black & white illustrations

Περιεχόμενα

Section - ONE: The context; Chapter - 01: Introduction; Chapter - 02: The shopper/buyer; Section - TWO: What you can do to promote your brand, your products and your business; Chapter - 03: Why creativity is key; Chapter - 04: Essential support: suppliers; Chapter - 05: Non-participative promotion - communication with no promotional offer; Chapter - 06: Shopper/buyer-activated promotions; Chapter - 07: Active promotion: field marketing, one-to-one sales and the brand experience; Chapter - 08: Everywhere - promotions; Chapter - 09: The five standard promotional offers; Section - THREE: Implementation; Chapter - 10: In-house activity in support of implementation; Chapter - 11: How to use and implement promotions; Chapter - 12: International promotions; Chapter - 13: Promotion and the law; Chapter - 14: Marketing accountability and promotional insight; Chapter - 15: Further information

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