(Ebook) Sales Promotion How to Create Implement and Integrate Campaigns That Really Work 3rd Edition by Julian Cummins, Roddy Mullin ISBN 9780585443775 0749438649

(Ebook) Sales Promotion How to Create Implement and Integrate Campaigns That Really Work 3rd Edition by Julian Cummins, Roddy Mullin ISBN 9780585443775 0749438649

(Ebook) Sales Promotion How to Create Implement and Integrate Campaigns That Really Work 3rd Edition by Julian Cummins, Roddy Mullin - Ebook PDF Instant Download/Delivery: 9780585443775 ,0749438649
Full download (Ebook) Sales Promotion How to Create Implement and Integrate Campaigns That Really Work 3rd Edition after payment

Product details:

ISBN 10: 0749438649
ISBN 13: 9780585443775
Author: Julian Cummins, Roddy Mullin

(Ebook) Sales Promotion How to Create Implement and Integrate Campaigns That Really Work 3rd Edition Table of contents:

Part I – The Context

1. Starting with the Customer

• Customers and their behaviour

• The new marketing mix

• Understanding customer mindset

• Managing the brand and ethics

• Summary

2. The Business and Marketing Purpose Behind Sales Promotion

• Business and marketing objectives

• Promotional mix

• Value and pricing

• Marketing tactics and strategy

• Marketing planning

• Case studies

• Summary

3. What Sales Promotions Can Do

• Core promotional objectives

• Case studies

• Summary

4. How to Use Promotions

• From objective to promotional brief

• Promotional mechanics

• Case studies

• Summary

5. How to Be Creative

• Types of creativity

• Case studies in creative promotions

• Creative thinking techniques

• Tools for idea maximization

• Summary

6. How to Use Suppliers

• Types of suppliers: agencies, printers, marketing firms

• Roles of premium sourcing, PO purchase, field marketing

• Summary

7. How to Implement a Promotion

• Budgeting, timing, logistics

• Communication and execution

• Structured implementation process

• Summary

8. Self-Regulation and the Law

• Regulatory frameworks (UK, EU, international)

• Case studies

• Summary

9. Marketing Accountability and Research

• Defining success, setting KPIs

• Measuring and evaluating promotions

• Research methodologies and market testing

• Summary

Part II – Sales Promotion Techniques

10. Off‑the‑Shelf Offers

• Free accommodations, discount coupons, packaged schemes

• Airline deals, film promotions

• Case studies

• Summary

11. Joint Promotions

• Referral coupons, loyalty schemes, charity/phantom partnerships

• Planning principles

• Case studies

• Summary

12. Price Promotions

• Pricing structures and discount types

• Coupons, finance offers, trade price strategies

• Case studies

• Summary

13. Premium Promotions

• On-pack offers, brand extension premiums, business gifts

• Free mail-ins, self-liquidators

• Case studies

• Summary

14. Prize Promotions

• Competitions, instant wins, probability draws

• Games-based campaigns

• Case studies

• Summary

15. International Sales Promotion

• Localizing global promotions

• Case studies

• Summary

16. Self-Study Questions & Feedback

• Review questions per chapter

• Feedback and self-assessment

• Further reading/resources

Further Information

• Additional resources, case study index, suggested reading

Index

People also search for (Ebook) Sales Promotion How to Create Implement and Integrate Campaigns That Really Work 3rd Edition:

what is an example of sales promotion
    
a sales promotion
    
a sales promotion can target which of the following groups
    
a sales manager has implemented a program for his salespeople
    
b2b sales promotion activity

Tags: Julian Cummins, Roddy Mullin, Sales Promotion, Create Implement, Integrate Campaigns