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【2015】Sales promotion decision making : concepts, principles, and practice
Book 图书名称：Sales promotion decision making : concepts, principles, and practice
Author 作者： Minahan, Stella.; Ogden-Barnes, Steve
Publisher 出版社： Business Expert Press
Page 页数：170
Publishing Date 出版时间： Jan 9, 2015
Language 语言： English
Size 大小： 2 MB
Format 格式： pdf 文字版
ISBN: 1631570471, 978-1-63157-047-6, 978-1-63157-048-3, 163157048X
Edition: 第1版 搜索过论坛，没有该文档
Up to 74% of marketing budgets can be spent on sales promotions, with manufacturers, suppliers and retailers employing a wide range of incentives from price discounts to complex Omni-channel consumer competitions and contests. Sales promotions are a vital strategic and tactical tool within the marketing value chain and those responsible for campaign planning must negotiate objectives, options and outcomes to ensure their initiatives deliver real results in competitive trading environments. Managers with limited understanding of the principles and practices of sales promotions often rely on past experience or preferences to guide their decision-making. Not surprisingly, without guiding principles, many sales promotions fail to achieve their full potential. This book is a resource for sales promotion professionals looking to improve the effectiveness of their sales promotions. The book is based on an extensive review of over 400 articles and cases. It presents the findings of global research which explores the very DNA of sales promotions, including their role, rationale, nature and function, key decision-making processes and campaign evaluation. Illustrations of sales promotion decision-making in practice based on research conducted in the retail supply chain is also incorporated. This book offers a comprehensive and critical appreciation of the core concepts that underpin sales promotion thinking. The goal is to empower decision-makers, consultants and stakeholders to make confident, informed and effective campaign decisions in the complex field of sales promotions
== Table of contents ==
Content: 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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