Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work

Front Cover
Kogan Page Publishers, 2002 - Business & Economics - 256 pages
1 Review
"This book reveals the changing face of our industry and shows the importance of first principles combined with practical advice. Sales Promotion is essential reading for any practitioner." --Edwin Mutton, Director General, Institute of Sales Promotion
  

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Introduction 1
5
The business and marketing purpose behind sales promotion
19
What sales promotions can do
33
How to be creative
57
How to use suppliers
71
How to implement a promotion
89
Selfregulation and the law
101
Marketing accountability and research
109
Joint promotions
141
Price promotions
157
Premium promotions
185
Prize promotions
203
International sales promotion
225
Selfstudy questions and feedback
235
Further information
241
Index
248

Offtheshelf offers
123

Common terms and phrases

References to this book

All Book Search results »

About the author (2002)

The late Julian Cummins was Managing Director of Avista, a public relations and promotions company.

Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. He has been a consultant for sales and marketing for the past two decades, and his business aim is to "make people make money". He is a Vice President of the Central London branch of the CIM, a Court Assistant of the Worshipful Company of Marketors, and an examiner for the Institute of Sales Promotion diploma. He is a member of the task force for marketing in the UK. He has written or co-authored several books for Kogan Page, including Sales Promotion, The Handbook of Field Marketing, Direct Marketing and Value for Money Marketing.

Bibliographic information