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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: 3 February, 2008
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Description

Sales promotion is one of the most powerful weapons available to your sales and marketing teams, and is used more than any other type of marketing - because it works. Annual research shows that 60 per cent of consumers participate in some form of sales promotion each month. Packed with practical examples as well as updated and new case studies, Sales Promotion details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones happy. Sales Promotion includes new developments in the field, exploring the use of new media such as SMS, MMS, interactive TV and web-based advertising. It also considers the effects of the 2005 Gambling Act, and each chapter features a new interactive self-study question-and-feedback section. Sales Promotion is a core text of the ISP diploma, and the author has utilized graduate feedback to make the fourth edition relevant to students, whilst preserving its status as a potent tool for sales and marketing professionals. Whether your company is a small start-up or an international business, Sales Promotion can help you to get ahead and stay ahead of your competitors. Topics covered include: the purpose of sales promotion; what sales promotion can do for you; how to use different 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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More Details

Type Book
ISBN13 9780749450212
ISBN10 0749450215
Number Of Pages 320
Item Weight 579 g
Product Dimensions 156 x 26 x 230 mm
Publisher / Reseller Kogan page
Format paperback
Edition 4
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Media Reviews

this is a practical must-have guide for anyone who needs to understand sales promotion and incentives and how they can be used across all media channels to drive sales. mark ludmon, managing editor, sales promotion magazine 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 compellingly readable. incentive today mullin and cummins detail methods that companies can use to gain new customers and keep existing ones happy. book news, library publication - usa, spring 2008

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Author's Bio

Roddy Mullin, FCIB, has been a consultant for marketing and sales for the past two decades, and is a Vice President of the Central London brand of the CIM as well as a member of the Worshipful Company of Marketors' task force for marketing in the UK. He has written or co-authored several other books for Kogan Page including The Handbook of Field Marketing. The late Julian Cummins was Managing Director of Avista, a public relations and promotions company in Leeds and was an Honorary Visiting Fellow at the University of Bradford Management Centre.

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