Promotional Marketing: Second Edition 2nd New edition [Pehme köide]

  • Formaat: Paperback / softback, 312 pages, kõrgus x laius: 235x159 mm, kaal: 454 g, 10 Line drawings, black and white; 11 Tables, black and white; 10 Illustrations, black and white
  • Ilmumisaeg: 17-May-2018
  • Kirjastus: CRC Press Inc
  • ISBN-10: 0815359950
  • ISBN-13: 9780815359951
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  • Formaat: Paperback / softback, 312 pages, kõrgus x laius: 235x159 mm, kaal: 454 g, 10 Line drawings, black and white; 11 Tables, black and white; 10 Illustrations, black and white
  • Ilmumisaeg: 17-May-2018
  • Kirjastus: CRC Press Inc
  • ISBN-10: 0815359950
  • ISBN-13: 9780815359951
Teised raamatud teemal:

In today’s connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their ‘tipping point’ when the decision to buy is made, now covering mobile, online and bricks-and-mortar sales and marketing. This book clarifies why a focus on the customer is key, and how to communicate with them from even before they discover a want or need, to the point of purchase and after. The author of this important book explains how and when to use suppliers (agencies, printers, insurers, etc.) for promotions of all types, including advertising (outdoor, on websites and in print), experiential marketing (road and trade shows, exhibitions, merchandising) and sales promotions (in-store/web and mobile promotion offers). Processes describe and explain how to implement promotional marketing to achieve business objectives.

Promotional Marketing is a practitioner guide to sales and marketing for agencies, entrepreneurs and small businesses and those seeking a career in retail. It is packed with real-life and award-winning case studies and practical briefs (NatWest, Diageo, Sainsbury's, Shell and Radisson, for example) as a starter for when the client needs a creative answer yesterday! It is also tuned to those studying, providing a chapter on how marketing and sales fits into business.

Arvustused

"This book covering the promotional aspects of the marketing mix is unusually written by a Chartered Mechanical Engineer. Roddy Mullin understands the need to deliver practical advice to businesses of any size or category. I commend it." Geoff Baker FIMechE, President, The Institution Of Mechanical Engineers "A comprehensive, up-to-date and practical guide to using promotional marketing to achieve business objectives. Roddy Mullin, a professional marketer, former CIM Council member and Branch Chairman, has applied his 30 years of business experience and knowledge to excellent effect. This second edition of `Promotional Marketing' is crammed with relevant advice, and enhanced with wide-ranging case studies and user templates. Practising marketers in small and large companies, UK or international, will find it of immense value." Tess Harris, HonFCIM, Trustee The Marketing Trust, former Chairman the Chartered Institute of Marketing. "Delighted to endorse Promotional Marketing on behalf of all aspiring Entrepreneurs" Lee Robertson BA Chartered FCSI Chartered Wealth Manager, Master, City of London - Guild of Entrepreneurs "An excellent text for students of sales and marketing" Chris Bestley, Module leader, Promotional Marketing module, Marketing Communications MA, University of Westminster.

List of figures
vii
List of tables
viii
List of briefs
ix
List of case studies
xii
Preface xv
PART I The context
1(48)
1 Introduction: promotional marketing in action...
3(11)
2 Promotional marketing: how it fits into a business and its marketing purpose
14(13)
3 The shopper/buyer
27(22)
PART II So what can you do to promote your brand, your products, your business?
49(174)
4 Why creativity is key
51(13)
5 Essential support: suppliers
64(20)
6 Media and non-participative promotion: communications with no promotional offer
84(13)
7 Shopper/buyer-activated promotions
97(17)
8 Active promotion: brand experience, field marketing, sales face to face
114(11)
9 Everywhere: promotions
125(19)
10 The five standard promotional offers
144(79)
PART III Implementation
223(74)
11 In-house activity in support of implementation
225(8)
12 How to use and implement promotions
233(23)
13 International promotions
256(16)
14 Promotion and the law
272(11)
15 Marketing accountability and promotional Insight
283(14)
PART IV
297(8)
Further information
299(6)
Index 305
Roddy Mullin is a practitioner and business consultant with 30 years' experience working for the professions, manufacturers, service and media industries, large organisations (such as BRE and Royal Mail) and government (NAO), and a widely translated author (into Chinese, Russian, Korean, Polish and Portuguese, for example). His books are targeted at entrepreneurs, small business owners, academic students (as university undergraduate and diploma course core texts) and those seeking marketing careers. His books cover all aspects of marketing - this book describes how to implement promotions; his other books focus on measuring marketing, direct marketing, analysis of the shopper and experiential marketing.

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