Interactive marketing : how to use integrated offer-driven advertising, database marketing and sales promotion to create maximum action
著者
書誌事項
Interactive marketing : how to use integrated offer-driven advertising, database marketing and sales promotion to create maximum action
（Competitive edge management series）
Prentice Hall, c1994
- : hb
- : hb
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Targeted at those directly involved in sales and marketing, advertising agencies, sales promotion agencies and students taking sales and marketing courses, this text covers the integration of sales promotion and direct marketing in the marketing mix.
目次
- Retailing and distribution today
- point of sale - where selling begins
- sweepstakes winning ways
- the creative elements of sweepstakes
- the heroes and villains of character licensing
- cashbacks and shareouts - free money
- clever tricks with packs
- FREE premiums that push sales further
- self liquidating premiums - pay you back
- couponing - the boomerang in repeat sales
- product sampling - ways of getting trial
- nine more ways to higher sales
- the arts and sport in selling
- the media and PR role in promotion
- cause-related marketing - good cause can help
- sales incentive programmes
- business incentives and gifts that get action
- relationship marketing
- telemarketing, database management and team sales
- briefing your agency - and evaluating their work.
「Nielsen BookData」 より
