Chapter 5

Essential support


All promotions need suppliers. This chapter describes them and deals with how to select and use them. Promotions are different from one to the other, so each promotion often needs different suppliers from the last one. One of the reasons there are so many case studies in this book, and not all new ones, is to assist the reader by providing a creative wealth of ideas that can be used as a basis for new promotions.

There are two models of supplier relationship: the ‘quotation model’, which assumes that you know what you want and can obtain the lowest price and best terms from a range of suppliers by setting out your specification as an invitation to quote; and the ‘partnership model’, which assumes that you ...

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