Sales Promotion
Marketing 04.06
1st Edition
Published on 13. December 2001
Book
Paperback/Softback
128 pages
978-1-84112-196-3 (ISBN)
Description
Fast track route to mastering all aspects of sales promotion
Covers all the key techniques for successful sales promotion, from understanding your customers to budget setting, and from promotional law to managing international promotions
Examples and lessons from some of the world's most successful businesses, including Autobytel.com, and Pepsi
Includes a glossary of key concepts and a comprehensive resources guide
ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers.
ExpressExec is organised into ten core subject areas making it easy to find the information you need:
01 Innovation
02 Enterprise
03 Strategy
04 Marketing
05 Finance
06 Operations and Technology
07 Organizations
08 Leading
09 People
10 Life and Work
ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.
Covers all the key techniques for successful sales promotion, from understanding your customers to budget setting, and from promotional law to managing international promotions
Examples and lessons from some of the world's most successful businesses, including Autobytel.com, and Pepsi
Includes a glossary of key concepts and a comprehensive resources guide
ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers.
ExpressExec is organised into ten core subject areas making it easy to find the information you need:
01 Innovation
02 Enterprise
03 Strategy
04 Marketing
05 Finance
06 Operations and Technology
07 Organizations
08 Leading
09 People
10 Life and Work
ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.
More details
Series
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
John Wiley and Sons Ltd
Target group
College/higher education
Professional and scholarly
Product notice
Paperback (trade)
Unsewn / adhesive bound
Dimensions
Height: 198 mm
Width: 127 mm
Thickness: 8 mm
Weight
136 gr
ISBN-13
978-1-84112-196-3 (9781841121963)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
DAVID HORCHOVER has worked for several blue chip companies, including the UK's Institute of Export, as Sales and Marketing Director. He writes and lectures widely on marketing topics and holds the Chartered Institute of Marketing's President's Award.
Content
Introduction to Express Exec
Introduction: The Importance of Sales Promotion
Definition of Terms: What Is Sales Promotion?
The Evolution of Sales Promotion
The E-Dimension of Sales Promotion
The Global Dimension of Sales Promotion
The State of the Art in Sales Promotion
Sales Promotion in Practice
Key Concepts and Thinkers
Sales Promotion Resources
Ten Steps to Making Sales Promotion Work
Frequently Asked Questions (FAQs)
Index
Introduction: The Importance of Sales Promotion
Definition of Terms: What Is Sales Promotion?
The Evolution of Sales Promotion
The E-Dimension of Sales Promotion
The Global Dimension of Sales Promotion
The State of the Art in Sales Promotion
Sales Promotion in Practice
Key Concepts and Thinkers
Sales Promotion Resources
Ten Steps to Making Sales Promotion Work
Frequently Asked Questions (FAQs)
Index