Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work
Автор:Julian Cummins, Roddy Mullin Год: 2003 Издание: [не указанo] Страниц: [не указано] ISBN: 0749438649 This fully updated third edition includes new developments in the field of sales promotion, exploring use of the Internet, e-mail, and text messaging, and also features a new interactive self-study question-and-feedback section. Packed with case studies and practical examples, the book details the tried-and-tested methods that companies use to stay ahead, revealing the winning offers that gain new customers as well as keeping existing ones happy. Topics covered include: the purpose of sales promotion; what sales promotion can do for you; how to use different promotional 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.
