Promotional Marketing

Roddy Mullin (Autor)

Buch | Softcover

312 Seiten

2018 | 2nd edition
Routledge (Verlag)
978-0-8153-5995-1 (ISBN)

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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, etc.) 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.

Roddy Mullin

list of figures. List of tables . List of briefs. List of case studies. Preface. PART I: The context. 1 Introduction: promotional marketing in action… 2 Promotional marketing: how it fits into a business and its marketing purpose. 3 The shopper/buyer. PART II: So what can you do to promote your brand, your products, your business? 4 Why creativity is key. 5 Essential support: suppliers. 6 Media and non-participative promotion: communications with no promotional offer. 7 Shopper/buyer-activated promotions. 8 Active promotion: brand experience, field marketing, sales face to face. 9 Everywhere: promotions. 10 The five standard promotional offers. PART III: Implementation 11 In-house activity in support of implementation. 12 How to use and implement promotions. 13 International promotions. 14 Promotion and the law. 15 Marketing accountability and promotional Insight. PART IV. Further information. Index

Erscheinungsdatum	12.06.2018
Zusatzinfo	11 Tables, black and white; 10 Line drawings, black and white; 10 Illustrations, black and white
Verlagsort	New York
Sprache	englisch
Maße	156 x 234 mm
Gewicht	512 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-8153-5995-0 / 0815359950
ISBN-13	978-0-8153-5995-1 / 9780815359951
Zustand	Neuware