Sales Promotion in Postmodern Marketing

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Editorial Reviews

Booknews
Peterson and Toop argue for a radical review of sales promotion practice, noting changes in consumer patterns, market fragmentation, the altered shape of retailing, and legal restraints. They present a new definition of brands and recommend a flexible use of a wide range of media and methods to communicate brand values. Much of the book is devoted to examining nonadvertising sales promotion techniques. Illustrated in b&w with examples of successful campaigns from several countries. Distributed by Ashgate. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780566074509
  • Publisher: Ashgate Publishing, Limited
  • Publication date: 6/16/2005
  • Pages: 192
  • Product dimensions: 8.50 (w) x 12.01 (h) x 0.67 (d)

Table of Contents

List of illustrations
Foreword
Preface
Pt. 1 Postmodern marketing 1
1 Modern marketing 3
2 How everything has changed 7
3 Key features of postmodern marketing 19
Pt. 2 Advertising vs sales promotion 23
4 False contrasts 25
5 Real differences and similarities between advertising and sales promotion 41
Pt. 3 Sales promotion techniques 45
6 Extra value offers 47
7 Coupons 59
8 Premiums and prizes 73
9 Partnership and social concern promotions 85
10 Sampling 95
Pt. 4 Media for announcing sales promotions 103
11 'Classic' media 105
12 Alternative media 115
Pt. 5 Media for responding to sales promotions 133
13 The context 135
14 Responding at a distance 137
15 Responding in person 145
Pt. 6 Management and organization 153
16 Marketing companies 155
17 External services 161
18 Some options 165
19 Promotional professionalism 169
20 Back to the future 177
Notes 181
Further reading 187
Index 189
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