Promotional marketing
著者
書誌事項
Promotional marketing
Routledge, 2018
2nd ed
- : pbk
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注記
"First edition published by Kogan Page 2014"--T.p. verso
Includes bibliographical references (p. 303) and index
内容説明・目次
内容説明
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.
目次
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
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