Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work - Softcover

Cummins, Julian; Mullin, Roddy

Softcover

ISBN 10: 074945704X ISBN 13: 9780749457044

Publisher: Kogan Page, 2010

Synopsis

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.

About this title

About the Authors

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.

Roddy Mullin, Chartered Marketer and Chartered Engineer, has been a consultant for sales and marketing for the past two decades, with his business aim being to 'make people make money'. He is an examiner for the Institute of Promotional Marketing Diploma as well as former Vice President of the Central London branch of the CIM and former Court Assistant of the Worshipful Company of Marketors. He has written several books including Promotional Marketing and The Handbook of Field Marketing (both published by Kogan Page).

Edition details

• Publisher: Kogan Page
• Publication date: 2010
• Language: English
• ISBN 10: 074945704X
• ISBN 13: 9780749457044
• Binding: Paperback
• Edition number: 5
• Number of pages: 280