ISBN-10:
0749472464
ISBN-13:
2900749472466
Pub. Date:
09/28/2014
Publisher:
Kogan Page, Ltd
Promotional Marketing: How to Create, Implement & Integrate Campaigns That Really Work / Edition 6

Promotional Marketing: How to Create, Implement & Integrate Campaigns That Really Work / Edition 6

by Roddy Mullin

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Overview

Promotional Marketing: How to Create, Implement & Integrate Campaigns That Really Work / Edition 6

Promotional Marketing, formerly Sales Promotion (2010), details the tried-and-tested methods companies use to gain competitive advantage, including off-the-shelf offers, joint promotions, price promotions, premium promotions and prize promotions. This fully updated edition features the latest best practice for working in digital channels including web- and mobile-based promotions.

Promotional Marketing is a complete guide to planning, executing and evaluating promotional marketing campaigns covers the purpose of promotional marketing, what promotional marketing can do for businesses, the best ways to work with suppliers and how to use different techniques and implement an integrated marketing strategy.

Product Details

ISBN-13: 2900749472466
Publisher: Kogan Page, Ltd
Publication date: 09/28/2014
Edition description: Sixth Edition
Pages: 288
Product dimensions: 6.00(w) x 1.25(h) x 9.00(d)

About the Author

Roddy Mullin , Chartered Marketer and Chartered Engineer, has been a consultant for sales and marketing for the past two decades, with his business aim being to 'make people make money'. He is an examiner for the Institute of Promotional Marketing Diploma as well as former Vice President of the Central London branch of the CIM and former Court Assistant of the Worshipful Company of Marketors. He has written several books including Promotional Marketing and T he Handbook of Field Marketing (both published by Kogan Page).

Table of Contents

* 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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