| Product Summary | | Format: Paperback | | ISBN: 9780749438647 | | Publisher: Kogan Page Business Books | | Publish Date: 7/1/2003 | | Buy.com Sku: 31114776 | | Item#: BQ65TF | | Edition Number: 2 |
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| | | "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 When the first edition was published [Italics] Marketing magazine said "It should be prescribed reading for all consultants from account director down, and all promotion personnel from marketing manager down." This fully updated third edition includes new developments in the field of sales promotion, exploring use of the Internet, e-mail, and text messaging, and also features a new interactive self-study question-and-feedback section. Packed with case studies and practical examples, the book details the tried-and-tested methods that companies use to stay ahead, revealing the winning offers that gain new customers as well as keeping existing ones happy. Topics covered include: the purpose of sales promotion; what sales promotion can do for you; how to use different promotional techniques, including joint promotions, price promotions and off-the-shelf promotions; how to implement an integrated market strategy; maintaining a crucial creative edge; the best ways to use suppliers; researching and evaluating your promotion.
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