Sales Promotion
Sales Promotion details the tried and tested methods that can give you competitive advantage over your rivals, including off-the-shelf offers, joint promotions, price promotions, premium promotions and prize promotions. The book takes you through all the stages of creating and implementing innovative and successful sales promotions that will increase your base of satisfied customers.
Sales promotion is one of the most powerful weapons available to your sales and marketing teams, and is used more than any other type of marketing – because it works. Annual research shows that 60 per cent of consumers participate in some form of sales promotion each month.
Packed with practical examples as well as updated and new case studies, Sales Promotion 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.
Sales Promotion includes new developments in the field, exploring the use of new media such as SMS, MMS, interactive TV and web-based advertising. It also considers the effects of the 2005 Gambling Act, and each chapter features a new interactive self-study question-and-feedback section.
Sales Promotion is a core text of the ISP diploma, and the author has utilized graduate feedback to make the fourth edition relevant to students, whilst preserving its status as a potent tool for sales and marketing professionals. Whether your company is a small start-up or an international business, Sales Promotion can help you to get ahead and stay ahead of your competitors.
Topics covered include: the purpose of sales promotion; what sales promotion 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; researching and evaluating your promotion.
REVIEWS :“This is a practical must-have guide for anyone who needs to
understand sales promotion and incentives and how they can be used
across all media channels to drive sales.”
Mark Ludmon, Managing Editor, Sales Promotion magazine
“This book reveals the changing face of our industry and shows the
importance of first principles combined with practical advice. Sales
Promotion is essential reading for any practitioner needing to stay on
top of their game.”
Edwin Mutton, Director General, Institute of Sales Promotion
“Compellingly readable.”
Incentive Today
“Mullin and Cummins detail methods that companies can use to gain
new customers and keep existing ones happy.”
Book News, Library Publication – USA, Spring 2008
Paperback, 320 Pages, Dimensions 234 x 153 MM Language English.
Part I The context
1. Starting with the customer
2. The business and marketing purpose behind sales promotion
3. What sales promotions can do
4. How to use promotions
5. How to be creative
6. How to use suppliers
7. How to implement a promotion
8. Self-regulation and the law
9. Marketing accountability and research
Part II Sales promotion techniques
10. Off-the-shelf offers
11. Joint promotions
12. Price promotions
13. Premium promotions
14. Prize promotions
15. International sales promotion
The late Julian Cummins was Managing Director of Avista, a public relations and promotions company in Leeds and was an Honorary Visiting Fellow at the University of Bradford Management Centre.
Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. He has been a consultant for sales and marketing for the past two decades, and his business aim is to “make people make money”. He is a Vice President of the Central London branch of the CIM, a Court Assistant of the Worshipful Company of Marketors, and an examiner for the Institute of Sales Promotion diploma. He is a member of the task force for marketing in the UK.
He has written or co-authored several books for Kogan Page, including Sales Promotion, The Handbook of Field Marketing, Direct Marketing and Value for Money Marketing.