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" Sales promotion : "
Roddy Mullin
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BL
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| Record Number
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633349
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| Doc. No
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dltt
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| Main Entry
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Mullin, Roddy
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| Title & Author
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Sales promotion : : how to create, implement integrate campaigns that really work /\ Roddy Mullin
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| Edition Statement
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5th ed
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| Publication Statement
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Philadelphia :: Kogan Page Limited,, 2010
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| Page. NO
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xviii, 262 p. :: ill. ;; 24 cm
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| ISBN
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9780749457044
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: 074945704X
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: 9780749460051 (e-bk)
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: 0749460059 (e-bk)
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| Notes
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Includes index
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| Contents
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Starting with the customer -- The business and marketing purpose behind sales promotion -- What sales promotions can do -- How to use promotions -- How to be creative -- How to use suppliers -- How to implement a promotion -- Self-regulation and the law -- Marketing accountability and research -- Off-the-shelf offers -- Joint promotions -- Price promotions -- Premium promotions -- Prize promotions -- International sales promotion.
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| Abstract
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This guide for students and practitioners will be especially useful for those studying for the Institute of Sales Promotion diploma. This fifth edition includes study questions for students, numerous brief cases of real companies, and brief chapter summaries, as well as discussion of sales promotion in new media. Part I examines sales promotion as a part of the whole marketing effort, detailing aspects such as promotional planning and implementation, legal issues, and marketing accountability. The rest of the book deals with specific promotional techniques, with chapters devoted to off-the-shelf promotion, price-related promotional tools, prize promotions, and international promotions. A list of print and web resources and courses is included. Mullin, vice president of the Central London branch of the CIM, is an examiner for the Institute of Sales Promotion diploma. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)
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| Subject
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Sales promotion
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Marketing
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Selling
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