عنوان

Sales promotion decision making

(Number (ISBN

9781631570483

Erroneous ISBN

9781631570476

Number

b398868

Title Proper

Sales promotion decision making

General Material Designation

[Book]

Other Title Information

concepts, principles, and practice /

First Statement of Responsibility

Steve Ogden-Barnes and Stella Minahan.

Edition Statement

First edition.

Specific Material Designation and Extent of Item

1 online resource (147 pages).

Series Title

Marketing strategy collection,

ISSN of Series

2150-9662

Text of Note

Includes bibliographical references (pages 135-144) and index.

Text of Note

1. Sales promotions and the new world of retail -- 2. The many faces of sales promotions -- 3. Roles, functions, and benefits -- 4. Monetary promotions -- 5. Nonmonetary sales promotions -- 6. Sales promotion decision making: processes and influences -- 7. Case study research method -- 8. Supermarket industry -- 9. Hardware and home improvement -- 10. Department store -- 11. Cross-case analysis -- 12. Improving sales promotion decision making -- References -- Index.

0

Text of Note

Sales promotions are a fact of life for the majority of retailers, suppliers, and FMGC stakeholders commanding up to 75 percent of total marketing budgets. From straightforward discounts on products to more complex omni-channel consumer competitions and contests, sales promotions play a vital role as both strategic and tactical marketing tools. Those responsible for sales promotions must deliver real results in cut-throat competitive trading environments. However, with limited understanding of the options, principles, and practices that underpin effective sales promotion planning, managers often rely on past experience or preferences to guide their decision making. Not surprisingly, many sales promotions fail to achieve their potential. This book serves as a vital resource for practitioners. Distilled from over 700 articles and cases, it presents the findings of comprehensive global research which explores the DNA of sales promotions including their role, nature, and function, the critical decision-making processes and campaign evaluation. This is supported with case studies of sales promotion planning in practice based on research conducted in FMCG and retail organizations. The book offers the reader a deeper, more comprehensive, and critical expert appreciation of the core concepts that define sales promotions. This will empower decision makers, consultants, and stakeholders to make more confident, informed, and effective campaign decisions.

International Standard Book Number

9781631570476

Sales promotion.

Ogden-Barnes, Steve.

Minahan, Stella

ProQuest (Firm)

Date of Transaction

20180813095600.0

Cataloguing Rules (Descriptive Conventions))

pn

Electronic name

[Book]

Y