Mullin Promotional Marketing

Second Edition
2. Auflage 2018
ISBN: 978-1-351-34125-7
Verlag: Taylor & Francis
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 336 Seiten

This is a new edition of an established book now covering mobile, on-line and bricks-and-mortar sales and marketing, updated with the latest research on the shopper/buyer and how to reach their ‘tipping point’ when the decision to buy is made. 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 explains how and when to use suppliers (agencies, printers, insurers, etc.) for promotions of all types including advertising, experiential marketing (road and trade shows, exhibitions, merchandising) and sales promotions (in-store/web and mobile promotion offers). It is ideal for those in jobs needing a guide to how to promote their brand, product or business based on a real understanding of the shopper/buyer (the customer). Processes described explain how to implement promotional marketing to achieve business objectives through a marketing plan.

Promotional Marketing is a practitioner guide to sales and marketing for agencies, entrepreneurs and small businesses and those seeking a career in retail and it is also tuned to those studying, providing a chapter on how marketing and sales fits into business.

If you are starting out in business, or an entrepreneur, or taking up a career in an agency or retail or a student wanting to learn about sales and marketing – read this book first – it is a no nonsense practitioner how-to-do-it guide.

Autoren/Hrsg.

Mullin, Roddy

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

Part 1: The Context 1. Introduction 2. The Shopper/Buyer – start with the customer! 3. The Business and Marketing purpose behind Promotional Marketing Part 2: So what can you do to promote your brand, your products, your business? 4. Why Creativity is key 5. Essential Support: Suppliers 6. Non participative promotion – communications with no promotional offer 7. Shopper/Buyer activated promotion 8. Active Promotion: brand experience, field marketing, sales face-to-face 9. Everywhere – promotions 10. The five standard promotional offers Part 3: Implementation 11. In House activity in support of implementation 12. How to use and implement promotional offers 13. International promotion 14. The law, self regulation and the law 15. Marketing accountability and Promotional Insight Part 4: 16 Further Information

Über Autor(innen)

Roddy Mullin is a practitioner (business consultant for 30 years -working for the professions, manufacturers, service and media industries, large organisations (such as BRE, Royal Mail) and government (NAO)), and widely translated author (Chinese, Russian, Korean, Polish, Portuguese, etc.). 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; the other books major on measuring marketing, direct marketing, analysis of the shopper and experiential marketing.