Sales Promotion in Postmodern Marketing

Sales Promotion in Postmodern Marketing

by Christian Petersen, Alan Toop
     
 

ISBN-10: 0566074508

ISBN-13: 9780566074509

Pub. Date: 06/16/2005

Publisher: Ashgate Publishing, Limited

Product Details

ISBN-13:
9780566074509
Publisher:
Ashgate Publishing, Limited
Publication date:
06/16/2005
Pages:
192
Product dimensions:
8.50(w) x 12.01(h) x 0.67(d)

Table of Contents

List of illustrations
Foreword
Preface
Pt. 1Postmodern marketing1
1Modern marketing3
2How everything has changed7
3Key features of postmodern marketing19
Pt. 2Advertising vs sales promotion23
4False contrasts25
5Real differences and similarities between advertising and sales promotion41
Pt. 3Sales promotion techniques45
6Extra value offers47
7Coupons59
8Premiums and prizes73
9Partnership and social concern promotions85
10Sampling95
Pt. 4Media for announcing sales promotions103
11'Classic' media105
12Alternative media115
Pt. 5Media for responding to sales promotions133
13The context135
14Responding at a distance137
15Responding in person145
Pt. 6Management and organization153
16Marketing companies155
17External services161
18Some options165
19Promotional professionalism169
20Back to the future177
Notes181
Further reading187
Index189

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