About the book

Description
Sales promotion is an increasingly important tool within the overall armoury of marketing communications. Sales promotion has grown dramatically as the communication channel of choice in recent years. Not only can Sales Promotion help marketers achieve specific objectives, it can do so more rapidly than virtually any other area of Marcomms.

Sales Promotion is a survey text that provides a sound academic underpinning of sales promotion, illustrated by a variety of current examples drawn from recent promotions worldwide, current sales promotion campaigns and underpinned with wide references to the academic literature. It covers all areas of sales promotion, from the promotions everyone sees on a daily basis in retail outlets to the more specialized but equally influential business of B2B or trade sales promotions. In addition the text covers event management, sponsorship and cause-related marketing. Uniquely it also covers international aspects of sales promotion.

Sales Promotion is suitable for undergraduate students of Marketing, in particular Marketing Communications and Advertising courses, postgraduate students on marketing-led Masters, and professional qualifications from the Institute of Sales Promotion, CIM and CAM.

Benefits

• The most comprehensive and up-to-date UK text on sales promotion, covering all techniques and providing detailed explanations of key debates and issues pertaining to sales promotion practice
• Provides a chapter on the theories underpinning sales promotion practice and incorporates coverage of essential topics including internet sales promotional techniques and current legal issues
• Illustrated with contemporary UK, European and international examples of Sales Promotion practice
• Packed with an extensive range of detailed real-world case studies covering sales promotion in a wide range of companies including: Playstation, Guinness, Cadbury’s, Avon and Tesco
• Complete pedagogy to help students to understand theory and practice
• Companion website with PowerPoint slides, weblinks, and additional case material give added value to lecturers and students

Table of contents
1. Understanding sales promotion.
2. The roles and limitations of sales promotion.
3. The context for sales promotion.
4. Developing the theory of sales promotion.
5. The strategic dimensions of sales promotion.
6. Developing the sales promotion plan.
7. Identifying sales promotion objectives.
8a. Consumer promotions ? financial incentives.
8b. Consumer promotions ? product based offers.
8c. Consumer promotions ? other consumer promotions.
9. Promoting to the trade.
10. Trade shows, event management and sponsorship.
11. Evaluating sales promotion.
12. Integrating sales promotion activity.
13. International sales promotion.