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 ...

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