Promotional Marketing
Mullin, Roddy
Promotional Marketing - 2nd ed - New York Routledge 2018 - 311p
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.
9780815359951
Marketing
658.82 / MUL
Promotional Marketing - 2nd ed - New York Routledge 2018 - 311p
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.
9780815359951
Marketing
658.82 / MUL