Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work

Sales promotion is one of the most powerful weapons available to sales and marketing staff, and is used more than any other type of marketing - because it works. Almost 60 per cent of consumers regularly take advantage of some form of sales promotion each month.

Packed with practical examples as well as new and updated case studies, the fifth edition details new developments in sales promotion, exploring the ways in which it can be used in conjunction with new media such as interactive TV, web-based advertising and mobile marketing. Sales Promotion also highlights the tried and tested methods that companies use to stay ahead, revealing the winning offers that gain new customers and keep existing ones happy. Topics covered include:

sales promotion and the customer

the purpose of sales promotion

what sales promotion can do

how to use different techniques, including joint promotions, price promotions, premium promotions and off-the-shelf offers

how to be creative

how to use suppliers

how to implement a promotion

marketing accountability and research

international sales promotions

This edition of Sales Promotion is a core text for the ISP diploma, and the author has Utilized graduate feedback to make the fifth edition relevant to students - each chapter features an interactive self-study question-and-feedback section - whilst maintaining it as a potent tool for the practitioner. Whether your company is a small start-up or an international business, Sales Promotion is essential for all those who want to get ahead and stay ahead of their competitors, even during difficult economic climates.