UID:
almahu_9949383801702882
Umfang:
1 online resource
Ausgabe:
Second edition.
ISBN:
9781351341257
,
1351341251
,
9781351341264
,
135134126X
,
9780203705810
,
0203705815
Originaltitel:
Sales promotion
Inhalt:
In today's connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their 'tipping point' when the decision to buy is made, now covering mobile, online and bricks-and-mortar sales and marketing. This book clarifies why a focus on the customer is key, and how to communicate with them from even before they discover a want or need, to the point of purchase and after. The author of this important book explains how and when to use suppliers (agencies, printers, insurers, et cetera) for promotions of all types, including advertising (outdoor, on websites and in print), experiential marketing (road and trade shows, exhibitions, merchandising) and sales promotions (in-store/web and mobile promotion offers). Processes describe and explain how to implement promotional marketing to achieve business objectives. Promotional Marketing is a practitioner guide to sales and marketing for agencies, entrepreneurs and small businesses and those seeking a career in retail. It is packed with real-life and award-winning case studies and practical briefs (NatWest, Diageo, Sainsbury's, Shell and Radisson, for example) as a starter for when the client needs a creative answer yesterday! It is also tuned to those studying, providing a chapter on how marketing and sales fit into business.
Anmerkung:
Edition numbering starts over again with the title change; the earlier edition is called sixth edition but is the first under the new title.
,
Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of figures; List of tables; List of briefs; List of case studies; Preface; So what is the context now for promotional marketing?; Young marketers -- go for it!; How the customer views promotional marketing; Do three things to connect with the shopper/buyer; Thoughts on promotional marketing -- advice to the practitioner; Provide value for the client (the retailer/business); Comment on the book's content; Responding to our readership; Final comment; Note; Part I: The context
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Chapter 1: Introduction: Promotional marketing in action ... What effect do promotions have on the shopper/buyer?; The extent of promotional marketing; Why promotional marketing keeps growing; The effect of technology on brands -- the shopper's view; Do loyalty, attitude and behaviour play a part in marketing?; Purchase models; How to use this book; Case studies and briefs; Chapter 2: Promotional marketing: How it fits into a business and its marketing purpose; The business process; Business and marketing objectives and activities; The marketing interfaces with business
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Marketing strategies and tacticsThe marketing plan; The promotional mix itself; Case studies; Summary; Chapter 3: The shopper/buyer; A new way to look at and understand the journey to purchase; Shopper/buyer: Hurdles for the retailer to understand; Segmentation: Does it apply?; Hazards to the shopper/buyer journey; The Offer; Action points; Online focussed; B2B Buyers are shoppers too!; Summary; Part II: So what can you do to promote your brand, your products, your business?; Chapter 4: Why creativity is key; Types of creativity; Thinking creatively -- Who do I want to do what?
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Creative techniquesMaking the most of your idea; Case studies; Summary; Note; Chapter 5: Essential support: Suppliers; Promotion agencies; Handling houses; Point-of-purchase manufacturers; Promotional risk management companies; Specialist printers; Field marketing and brand experience agencies; Premium sourcing houses; Summary; Chapter 6: Media and non-participative promotion: Communications with no promotional offer; Synergy works; Non-direct media; Individually or near-individually targeted message media; Brand manager/retailer implementation; Summary
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Chapter 7: Shopper/buyer-activated promotionsTechnology; Resulting impact for the marketer; Mobile marketing for the client or business; Summary; Chapter 8: Active promotion: Brand experience, field marketing, sales face to face; What active means and support are available?; Summary; Chapter 9: Everywhere: Promotions; Promotions within the 'promotional' mix; The 12 core promotional objectives; Value and price promotions; Summary; Chapter 10: The five standard promotional offers; Off-the-shelf offers; Summary; Joint promotions; Summary; Price promotions; Summary; Premium promotions; Summary
Weitere Ausg.:
Print version: Mullin, Roddy. Promotional marketing. Abingdon, Oxon ; New York, NY : Routledge, 2018 ISBN 9781138567481
Sprache:
Englisch
Schlagwort(e):
Electronic books.
;
Electronic books.
DOI:
10.4324/9780203705810
URL:
https://www.taylorfrancis.com/books/9780203705810
