Sales Promotion

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Cengage Learning EMEA, 2006 - Business & Economics - 321 pages
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Sales promotion is an increasingly important tool within the overall armoury of marketing communications. Sales promotion has grown dramatically as the communication channel of choice in recent years. Not only can Sales Promotion help marketers achieve specific objectives, it can do so more rapidly than virtually any other area of Marcomms. Sales Promotion is a survey text that provides a sound academic underpinning of sales promotion, illustrated by a variety of current examples drawn from recent promotions worldwide, current sales promotion campaigns and underpinned with wide references to the academic literature. It covers all areas of sales promotion, from the promotions everyone sees on a daily basis in retail outlets to the more specialized but equally influential business of B2B or trade sales promotions. In addition the text covers event management, sponsorship and cause-related marketing. Uniquely it also covers international aspects of sales promotion.Sales Promotion is suitable for undergraduate students of Marketing, in particular Marketing Communications and Advertising courses, postgraduate students on marketing-led Masters, and professional qualifications from the Institute of Sales Promotion, CIM and CAM.
 

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Contents

Acknowledgements
The classification of sales promotion 10
The disadvantages of sales promotion 24
Understanding the brand 46
Developing the theory of sales promotion 56
Chapter 8
Chapter 5
Push vs pull strategies 77
Increasing sales promotion effectiveness with nonmonetary promotions 158
Joint promotions 168
Character merchandising 180
The role of point of sale 198
TOYOTA GB 208
Causerelated activities 225
AVON COSMETICS LTD AVON BREAST CANCER CRUSADE 231
The evaluation of sales promotion 233

JEEVES 84
Implementing the programme 94
The legal and regulatory framework 104
THE HOOVER DEBACLE 110
Salesforce objectives 123
Consumer promotions 1 financial incentives 126
CADBURY TREBOR BASSETT 144
Free gifts 152
Chapter 14
The impact of external factors on marketing communications 259
The consumer and integrated marketing communications 265
International branding considerations 276
SRI LANKA TOURISM 286
Glossary 307
Index 315
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