Chapter 2

Promotional marketing

How it fits into a business and its marketing purpose

The business process

How do business and marketing fit together, and how does ­promotional marketing fit into that? Take an example: a business vision may be ‘to grow the business’. Convert that into reality; that is, say, sell more to new customers at the same profit margin, so one of the related business objectives for the year ahead specifies a target sales figure which – based on previous sales per customer and covering an extra number for wastage – sets a ‘new customer acquisition’ target figure. This marketing objective then becomes part of the marketing plan and alternative options to using promotional marketing from the promotional mix are considered ...

Get Promotional Marketing, 2nd Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.