Sales promotion decision making : concepts, principles, and practice / Steve Ogden-Barnes and Stella Minahan.
2015
HF5438.5 .O338 2015
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Details
Title
Sales promotion decision making : concepts, principles, and practice / Steve Ogden-Barnes and Stella Minahan.
Edition
First edition.
ISBN
9781631570476 paperback
9781631570483 (electronic bk.)
9781631570483 (electronic bk.)
Published
New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015.
Language
English
Description
1 online resource (147 pages)
Call Number
HF5438.5 .O338 2015
Dewey Decimal Classification
658.82
Summary
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.
Bibliography, etc. Note
Includes bibliographical references (pages 135-144) and index.
Access Note
Access limited to authorized users.
Source of Description
Title from PDF title page (viewed on January 26, 2015).
Added Author
Minahan, Stella., author.
Series
Marketing strategy collection. 2150-9662
Available in Other Form
Print version: 9781631570476
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Online Access
Record Appears in
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Table of Contents
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.
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.