Promotional Marketing, 2nd Edition

Contents

List of figures

List of tables

List of briefs

List of case studies

Preface

PART IThe context

1 Introduction: Promotional marketing in action…

2 Promotional marketing: How it fits into a business and its marketing purpose

3 The shopper/buyer

PART IISo what can you do to promote your brand, your products, your business?

4 Why creativity is key

5 Essential support: Suppliers

6 Media and non-participative promotion: Communications with no promotional offer

7 Shopper/buyer-activated promotions

8 Active promotion: Brand experience, field marketing, sales face to face

9 Everywhere: Promotions

10 The five standard promotional offers

PART IIIImplementation

11 In-house activity in support of implementation

12 How to use and implement promotions ...