Promotional Marketing, 2nd Edition

Table of contents

1. Cover
2. Half-Title
3. Title
4. Copyright
5. Contents
6. List of figures
7. List of tables
8. List of briefs
9. List of case studies
10. Preface
11. PART I The context
    1. 1 Introduction: Promotional marketing in action…
    2. 2 Promotional marketing: How it fits into a business and its marketing purpose
    3. 3 The shopper/buyer
12. PART II So what can you do to promote your brand, your products, your business?
    1. 4 Why creativity is key
    2. 5 Essential support: Suppliers
    3. 6 Media and non-participative promotion: Communications with no promotional offer
    4. 7 Shopper/buyer-activated promotions
    5. 8 Active promotion: Brand experience, field marketing, sales face to face
    6. 9 Everywhere: Promotions
    7. 10 The five standard promotional offers
13. PART III Implementation
    1. 11 In-house activity in support of implementation
    2. 12 How to use and implement promotions
    3. 13 International promotions
    4. 14 Promotion and the law
    5. 15 Marketing accountability and promotional Insight
14. PART IV
    1. Further information
15. Index