Book description
Sales promotions are a fact of life for the majority of retailers, suppliers, and FMGC stakeholders commanding up to 75 percent of total marketing budgets. From straightforward discounts on products to more complex omni-channel consumer competitions and contests, sales promotions play a vital role as both strategic and tactical marketing tools. Those responsible for sales promotions must deliver real results in cut-throat competitive trading environments. However, with limited understanding of the options, principles, and practices that underpin effective sales promotion planning, managers often rely on past experience or preferences to guide their decision
making. Not surprisingly, many sales promotions fail to achieve their potential. Sales Promotion Decision Making serves as a vital resource for practitioners. Distilled from over 700 articles and cases, it presents the findings of comprehensive global research which explores the DNA of sales promotions, including their role, nature, and function, the critical decision-making processes, and campaign evaluation. This is supported with case studies of sales promotion planning in practice based on research conducted in FMCG and retail organizations. The book offers the reader a deeper, more comprehensive and critical expert appreciation of the core concepts that define sales promotions. This will empower decision makers, consultants, and stakeholders to make more confident, informed, and effective campaign decisions.
Table of contents
- Cover
- Title
- Halftitle
- Copyright
- Abstract
- Contents
- Chapter 1 Sales Promotions and the New World of Retail
- Chapter 2 The Many Faces of Sales Promotions
- Chapter 3 Roles, Functions, and Benefits
- Chapter 4 Monetary Promotions
- Chapter 5 Nonmonetary Sales Promotions
- Chapter 6 Sales Promotion Decision Making: Processes and Influences
- Chapter 7 Case Study Research Method
- Chapter 8 Supermarket Industry
- Chapter 9 Hardware and Home Improvement
- Chapter 10 Department Store
- Chapter 11 Cross-Case Analysis
- Chapter 12 Improving Sales Promotion Decision Making
- References
- Index
- Adpage
- Backcover
Product information
- Title: Sales Promotion Decision Making
- Author(s):
- Release date: January 2015
- Publisher(s): Business Expert Press
- ISBN: 9781631570483
You might also like
book
Trade Promotion Strategies
New opportunities are emerging constantly, as part of the globalization process creating new markets, with new …
book
Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success
Retail marketing is undergoing cataclysmic change, driven by upheavals in media, consumer attitudes, and the retail …
book
The New Science of Retailing
Retailers today are drowning in data but lacking in insight: They have huge volumes of information …
book
Inside the Mind of the Shopper: The Science of Retailing, Second Edition
World-Renowned Shopper Scientist Dr. Herb Sorensen Reveals: How Today’s Shoppers Think, Behave, and Buy New Insights …