Sales promotion decision making : concepts, principles, and practice /

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 a...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Ogden-Barnes, Steve (Autor), Minahan, Stella (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015.
Edición:First edition.
Colección:Marketing strategy collection.
Temas:
Sales promotion.
Ventes > Promotion.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Sales promotion
advertising
consumer promotions
decision making
marketing
monetary promotions
nonmonetary promotions
retail
sales promotion
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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