Promotional marketing: how to create, implement and integrate campaigns that really work
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
London
Kogan Page
2014
|
| Ausgabe: | Sixth edition |
| Schlagwörter: | |
| Links: | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=836461 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=836461 |
| Beschreibung: | "First published as "Sales promotion" in 1989 by Kogan Page Limited" - Rückseite der Titelseite |
| Umfang: | 1 Online-Ressource (xxi, 265 Seiten) |
| ISBN: | 9780749472474 0749472472 |
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| 245 | 1 | 0 | |a Promotional marketing |b how to create, implement and integrate campaigns that really work |c Roddy Mullin |
| 250 | |a Sixth edition | ||
| 264 | 1 | |a London |b Kogan Page |c 2014 | |
| 300 | |a 1 Online-Ressource (xxi, 265 Seiten) | ||
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| 500 | |a "First published as "Sales promotion" in 1989 by Kogan Page Limited" - Rückseite der Titelseite | ||
| 505 | 8 | |a Includes bibliographical references and index | |
| 505 | 8 | |a "Packed with practical examples as well as updated and new case studies, Promotional Marketing details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones. It includes new developments in the field, exploring the use of digital media such as mobile, interactive TV and web-based advertising. Topics covered include: -The purpose of promotional marketing -What promotional marketing can do for business success -How to use different 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 promotion "-- | |
| 505 | 8 | |a "The new edition of Promotional Marketing, formerly Sales Promotion (2010), details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones happy. Updated throughout, Promotional Marketing also features the latest best practice advice for working in digital channels including web-based and mobile-based promotions. Packed with practical examples to aid learning the 60+ case studies covered analyse promotions from brands such as Sainsbury's; Sellotape; Discovery Foods; Listerine; Hagen-Dazs; Natwest; BT; Shell; Diageo; Cadbury's and Kleenex. Topics covered include: the purpose of promotional marketing; what promotional marketing can do for you; how to use different 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; and evaluating your promotion"-- | |
| 505 | 8 | |a List of figures, tables, case studies and briefs; Preface; Part One The context; 01 Introduction; Promotional marketing in action; The extent of promotions; Why promotions have grown; How to use this book; 02 The shopper/buyer; The increased power of the customer; Segmenting; Target shoppers and insights; Reacting to the shopper; The shopper's engram and 'mind file'; How shoppers shop; Loyalty, attitude and behaviour; The effective use of data; The customer trigger, purchase stages and category interest; Encounters with advertising; B2B buyers are shoppers too; Summary | |
| 505 | 8 | |a Self-study questionsPart Two What you can do to promote your brand, your products and your business; 03 Why creativity is key; Types of creativity; Thinking creatively; Creative techniques; Practice makes perfect; Making the most of your idea; Innovation as an extension of creativity; Summary; Self-study questions; 04 Essential support: suppliers; Promotion agencies; Handling houses; Point-of-purchase manufacturers; Promotional risk management companies; Specialist printers; Field marketing and brand experience agencies; Premium sourcing houses; Summary; Self-study questions | |
| 505 | 8 | |a 05 Non-participative promotion -- communication with no promotional offerThe media; Measuring effectiveness; The media and channels; Message location; Non-direct communication; Targeted message media; Implementation; Summary; Self-study questions; 06 Shopper/buyer-activated promotions; Overview; What are the facts?; The impact on marketing; Social media; Websites and e-mails; Mobile marketing; QR codes, augmented reality and apps; Multi-screen; Implementation; Summary; Self-study questions; 07 Active promotion: field marketing, one-to-one sales and the brand experience; One-to-one sales | |
| 505 | 8 | |a Brand manager/retailer implementationSummary; Self-study questions; 08 Everywhere -- promotions; Promotions within the 'promotional' mix; The 12 core promotional objectives; Value and price promotions; Summary; Self-study questions; 09 The five standard promotional offers; Off-the-shelf offers; Summary; Self-study questions; Joint promotions; Summary; Self-study questions; Price promotions; Summary; Self-study questions; Premium promotions; Summary; Self-study questions; Prize promotions; Summary; Self-study questions; Part Three Implementation | |
| 505 | 8 | |a 10 In-house activity in support of implementationOrganizing and structuring the business; Delivering insight; Communicate and promote; Install planning and implementation processes; Summary; Self-study questions; 11 How to use and implement promotions; From promotional objective to promotional brief; Promotional mechanics; Implementing the promotion; A structured process; Now run it!; Summary; Self-study questions; 12 International promotions; What are the dominant media?; Types of international promotion; Localizing the global; Summary; Self-study questions; 13 Promotion and the law | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Sales promotion | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Marketing / General |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Industries / Retailing |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Marketing / Direct |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Consumer Behavior |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Industrial Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management |2 bisacsh | |
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| 650 | 7 | |a Sales promotion |2 fast | |
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| 650 | 4 | |a Sales promotion | |
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Datensatz im Suchindex
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| author_sort | Mullin, Roddy |
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| building | Verbundindex |
| bvnumber | BV042741144 |
| classification_rvk | QP 621 |
| collection | ZDB-4-NLEBK |
| contents | Includes bibliographical references and index "Packed with practical examples as well as updated and new case studies, Promotional Marketing details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones. It includes new developments in the field, exploring the use of digital media such as mobile, interactive TV and web-based advertising. Topics covered include: -The purpose of promotional marketing -What promotional marketing can do for business success -How to use different 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 promotion "-- "The new edition of Promotional Marketing, formerly Sales Promotion (2010), details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones happy. Updated throughout, Promotional Marketing also features the latest best practice advice for working in digital channels including web-based and mobile-based promotions. Packed with practical examples to aid learning the 60+ case studies covered analyse promotions from brands such as Sainsbury's; Sellotape; Discovery Foods; Listerine; Hagen-Dazs; Natwest; BT; Shell; Diageo; Cadbury's and Kleenex. Topics covered include: the purpose of promotional marketing; what promotional marketing can do for you; how to use different 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; and evaluating your promotion"-- List of figures, tables, case studies and briefs; Preface; Part One The context; 01 Introduction; Promotional marketing in action; The extent of promotions; Why promotions have grown; How to use this book; 02 The shopper/buyer; The increased power of the customer; Segmenting; Target shoppers and insights; Reacting to the shopper; The shopper's engram and 'mind file'; How shoppers shop; Loyalty, attitude and behaviour; The effective use of data; The customer trigger, purchase stages and category interest; Encounters with advertising; B2B buyers are shoppers too; Summary Self-study questionsPart Two What you can do to promote your brand, your products and your business; 03 Why creativity is key; Types of creativity; Thinking creatively; Creative techniques; Practice makes perfect; Making the most of your idea; Innovation as an extension of creativity; Summary; Self-study questions; 04 Essential support: suppliers; Promotion agencies; Handling houses; Point-of-purchase manufacturers; Promotional risk management companies; Specialist printers; Field marketing and brand experience agencies; Premium sourcing houses; Summary; Self-study questions 05 Non-participative promotion -- communication with no promotional offerThe media; Measuring effectiveness; The media and channels; Message location; Non-direct communication; Targeted message media; Implementation; Summary; Self-study questions; 06 Shopper/buyer-activated promotions; Overview; What are the facts?; The impact on marketing; Social media; Websites and e-mails; Mobile marketing; QR codes, augmented reality and apps; Multi-screen; Implementation; Summary; Self-study questions; 07 Active promotion: field marketing, one-to-one sales and the brand experience; One-to-one sales Brand manager/retailer implementationSummary; Self-study questions; 08 Everywhere -- promotions; Promotions within the 'promotional' mix; The 12 core promotional objectives; Value and price promotions; Summary; Self-study questions; 09 The five standard promotional offers; Off-the-shelf offers; Summary; Self-study questions; Joint promotions; Summary; Self-study questions; Price promotions; Summary; Self-study questions; Premium promotions; Summary; Self-study questions; Prize promotions; Summary; Self-study questions; Part Three Implementation 10 In-house activity in support of implementationOrganizing and structuring the business; Delivering insight; Communicate and promote; Install planning and implementation processes; Summary; Self-study questions; 11 How to use and implement promotions; From promotional objective to promotional brief; Promotional mechanics; Implementing the promotion; A structured process; Now run it!; Summary; Self-study questions; 12 International promotions; What are the dominant media?; Types of international promotion; Localizing the global; Summary; Self-study questions; 13 Promotion and the law |
| ctrlnum | (ZDB-4-NLEBK)836461 (OCoLC)889996613 (DE-599)BVBBV042741144 |
| dewey-full | 658.8/2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/2 |
| dewey-search | 658.8/2 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Sixth edition |
| format | Electronic eBook |
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| owner | DE-91 DE-BY-TUM |
| owner_facet | DE-91 DE-BY-TUM |
| physical | 1 Online-Ressource (xxi, 265 Seiten) |
| psigel | ZDB-4-NLEBK ZDB-4-NLEBK TUM_PDA_EBSCOBAE_Kauf |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Kogan Page |
| record_format | marc |
| spellingShingle | Mullin, Roddy Promotional marketing how to create, implement and integrate campaigns that really work Includes bibliographical references and index "Packed with practical examples as well as updated and new case studies, Promotional Marketing details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones. It includes new developments in the field, exploring the use of digital media such as mobile, interactive TV and web-based advertising. Topics covered include: -The purpose of promotional marketing -What promotional marketing can do for business success -How to use different 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 promotion "-- "The new edition of Promotional Marketing, formerly Sales Promotion (2010), details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones happy. Updated throughout, Promotional Marketing also features the latest best practice advice for working in digital channels including web-based and mobile-based promotions. Packed with practical examples to aid learning the 60+ case studies covered analyse promotions from brands such as Sainsbury's; Sellotape; Discovery Foods; Listerine; Hagen-Dazs; Natwest; BT; Shell; Diageo; Cadbury's and Kleenex. Topics covered include: the purpose of promotional marketing; what promotional marketing can do for you; how to use different 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; and evaluating your promotion"-- List of figures, tables, case studies and briefs; Preface; Part One The context; 01 Introduction; Promotional marketing in action; The extent of promotions; Why promotions have grown; How to use this book; 02 The shopper/buyer; The increased power of the customer; Segmenting; Target shoppers and insights; Reacting to the shopper; The shopper's engram and 'mind file'; How shoppers shop; Loyalty, attitude and behaviour; The effective use of data; The customer trigger, purchase stages and category interest; Encounters with advertising; B2B buyers are shoppers too; Summary Self-study questionsPart Two What you can do to promote your brand, your products and your business; 03 Why creativity is key; Types of creativity; Thinking creatively; Creative techniques; Practice makes perfect; Making the most of your idea; Innovation as an extension of creativity; Summary; Self-study questions; 04 Essential support: suppliers; Promotion agencies; Handling houses; Point-of-purchase manufacturers; Promotional risk management companies; Specialist printers; Field marketing and brand experience agencies; Premium sourcing houses; Summary; Self-study questions 05 Non-participative promotion -- communication with no promotional offerThe media; Measuring effectiveness; The media and channels; Message location; Non-direct communication; Targeted message media; Implementation; Summary; Self-study questions; 06 Shopper/buyer-activated promotions; Overview; What are the facts?; The impact on marketing; Social media; Websites and e-mails; Mobile marketing; QR codes, augmented reality and apps; Multi-screen; Implementation; Summary; Self-study questions; 07 Active promotion: field marketing, one-to-one sales and the brand experience; One-to-one sales Brand manager/retailer implementationSummary; Self-study questions; 08 Everywhere -- promotions; Promotions within the 'promotional' mix; The 12 core promotional objectives; Value and price promotions; Summary; Self-study questions; 09 The five standard promotional offers; Off-the-shelf offers; Summary; Self-study questions; Joint promotions; Summary; Self-study questions; Price promotions; Summary; Self-study questions; Premium promotions; Summary; Self-study questions; Prize promotions; Summary; Self-study questions; Part Three Implementation 10 In-house activity in support of implementationOrganizing and structuring the business; Delivering insight; Communicate and promote; Install planning and implementation processes; Summary; Self-study questions; 11 How to use and implement promotions; From promotional objective to promotional brief; Promotional mechanics; Implementing the promotion; A structured process; Now run it!; Summary; Self-study questions; 12 International promotions; What are the dominant media?; Types of international promotion; Localizing the global; Summary; Self-study questions; 13 Promotion and the law Marketing Sales promotion BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Industries / Retailing bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh BUSINESS & ECONOMICS / Advertising & Promotion bisacsh BUSINESS & ECONOMICS / Consumer Behavior bisacsh BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Marketing fast Sales promotion fast Industrie Wirtschaft Sales-promotion (DE-588)4076968-9 gnd |
| subject_GND | (DE-588)4076968-9 (DE-588)4151278-9 |
| title | Promotional marketing how to create, implement and integrate campaigns that really work |
| title_alt | Sales promotion |
| title_auth | Promotional marketing how to create, implement and integrate campaigns that really work |
| title_exact_search | Promotional marketing how to create, implement and integrate campaigns that really work |
| title_full | Promotional marketing how to create, implement and integrate campaigns that really work Roddy Mullin |
| title_fullStr | Promotional marketing how to create, implement and integrate campaigns that really work Roddy Mullin |
| title_full_unstemmed | Promotional marketing how to create, implement and integrate campaigns that really work Roddy Mullin |
| title_short | Promotional marketing |
| title_sort | promotional marketing how to create implement and integrate campaigns that really work |
| title_sub | how to create, implement and integrate campaigns that really work |
| topic | Marketing Sales promotion BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / Industries / Retailing bisacsh BUSINESS & ECONOMICS / Marketing / Direct bisacsh BUSINESS & ECONOMICS / Advertising & Promotion bisacsh BUSINESS & ECONOMICS / Consumer Behavior bisacsh BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Marketing fast Sales promotion fast Industrie Wirtschaft Sales-promotion (DE-588)4076968-9 gnd |
| topic_facet | Marketing Sales promotion BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / Industries / Retailing BUSINESS & ECONOMICS / Marketing / Direct BUSINESS & ECONOMICS / Advertising & Promotion BUSINESS & ECONOMICS / Consumer Behavior BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Industrie Wirtschaft Sales-promotion Einführung |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=836461 |
| work_keys_str_mv | AT mullinroddy salespromotion AT mullinroddy promotionalmarketinghowtocreateimplementandintegratecampaignsthatreallywork |