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

2.91 ( 11 Ratings by Goodreads)
Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work

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

(Author)
2.91 (11 Ratings by Goodreads)
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Published: 30 August, 2002
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Description

Sales promotion is now recognized as one of the most powerful weapons available to sales and marketing staff and almost 60 per cent of consumers take advantage of some form of sales promotion each month. This book demonstrates tried and tested methods that companies use to stay ahead, detailing the offers that win new customers and keep existing customers happy. This updated third edition spells out the business tasks that promotions will solve, how to achieve a creative edge, how to use suppliers, as well as the off-the-shelf offers available to promoters large and small. It informs the reader of how to find a promotional partner, the benefits and pitfalls of price promotions and the best way to use premium and prize promotions to the benefit of business. Finally it shows how these activities can be put into the context of an overall integrated marketing strategy. Contains case studies and practical examples.
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More Details

Type Book
ISBN13 9780749438647
ISBN10 0749438649
Number Of Pages 272
Item Weight 416 g
Product Dimensions 152 x 20 x 236 mm
Publisher / Reseller Kogan Page
Format paperback
Edition 3
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Media Reviews

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 needing to stay on top of their game. -- Edwin Mutton, Director General, Institute of Sales Promotion
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 needing to stay on top of their game. -- Edwin Mutton, Director General, Institute of Sales Promotion

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Author's Bio

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 The Handbook of Field Marketing (both published by Kogan Page).

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