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PART IThe context
1 Introduction: Promotional marketing in action…
2 Promotional marketing: How it fits into a business and its marketing purpose
3 The shopper/buyer
PART IISo what can you do to promote your brand, your products, your business?
4 Why creativity is key
5 Essential support: Suppliers
6 Media and non-participative promotion: Communications with no promotional offer
7 Shopper/buyer-activated promotions
8 Active promotion: Brand experience, field marketing, sales face to face
9 Everywhere: Promotions
10 The five standard promotional offers
11 In-house activity in support of implementation
12 How to use and implement promotions ...