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

Sales promotion has taken its place in marketing as one of the most powerful weapons available to marketing practitioners. Sales Promotion takes you through all the stages of creating and implementing innovative and successful sales promotions that will increase your base of satisfied customers. Covering everything you need to know, whatever the size of your business, Sales Promotion details the tried and tested methods that can give you the competitive edge over other companies, including off- the-shelf offers, joint promotions, price promotions, premium promotions, and prize promotions. Fully updated, the fourth new edition takes account of changes in market forces and the effect of new media such as web based advertising, as well as changes in the law. The book also includes a wealth of new case studies, including MasterCard, Superdrug and Mazda, to make it essential reading for anyone who wants to make sure their products stick in their customers' minds.