Ulteriori informazioni
"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; Hagen-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"--
Sommario
- 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
Relazione
"Some great ideas and some sobering thoughts for businesses that don't look at what's been working already for years." Bob Garlick, Business Book Talk
