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Promotional marketing /
In today's connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their 'tipping point' when the decision to buy is made, now covering mobile,...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Abingdon, Oxon ; New York, NY :
Routledge,
2018.
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| Edición: | Second edition. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Cover; Half Title; Title Page; Copyright Page; Table of Contents; List of figures; List of tables; List of briefs; List of case studies; Preface; So what is the context now for promotional marketing?; Young marketers
- go for it!; How the customer views promotional marketing; Do three things to connect with the shopper/buyer; Thoughts on promotional marketing
- advice to the practitioner; Provide value for the client (the retailer/business); Comment on the book's content; Responding to our readership; Final comment; Note; Part I: The context
- Chapter 1: Introduction: Promotional marketing in action ... What effect do promotions have on the shopper/buyer?; The extent of promotional marketing; Why promotional marketing keeps growing; The effect of technology on brands
- the shopper's view; Do loyalty, attitude and behaviour play a part in marketing?; Purchase models; How to use this book; Case studies and briefs; Chapter 2: Promotional marketing: How it fits into a business and its marketing purpose; The business process; Business and marketing objectives and activities; The marketing interfaces with business
- Marketing strategies and tacticsThe marketing plan; The promotional mix itself; Case studies; Summary; Chapter 3: The shopper/buyer; A new way to look at and understand the journey to purchase; Shopper/buyer: Hurdles for the retailer to understand; Segmentation: Does it apply?; Hazards to the shopper/buyer journey; The Offer; Action points; Online focussed; B2B Buyers are shoppers too!; Summary; Part II: So what can you do to promote your brand, your products, your business?; Chapter 4: Why creativity is key; Types of creativity; Thinking creatively
- Who do I want to do what?
- Creative techniquesMaking the most of your idea; Case studies; Summary; Note; Chapter 5: Essential support: Suppliers; Promotion agencies; Handling houses; Point-of-purchase manufacturers; Promotional risk management companies; Specialist printers; Field marketing and brand experience agencies; Premium sourcing houses; Summary; Chapter 6: Media and non-participative promotion: Communications with no promotional offer; Synergy works; Non-direct media; Individually or near-individually targeted message media; Brand manager/retailer implementation; Summary
- Chapter 7: Shopper/buyer-activated promotionsTechnology; Resulting impact for the marketer; Mobile marketing for the client or business; Summary; Chapter 8: Active promotion: Brand experience, field marketing, sales face to face; What active means and support are available?; Summary; Chapter 9: Everywhere: Promotions; Promotions within the 'promotional' mix; The 12 core promotional objectives; Value and price promotions; Summary; Chapter 10: The five standard promotional offers; Off-the-shelf offers; Summary; Joint promotions; Summary; Price promotions; Summary; Premium promotions; Summary