How to profit from the power of promotion marketing
This landmark book is packed with analysis of past experience
in sales promotion; invaluable, up-to-date statistics; and dozens
of informational charts, graphs, and real-life examples, all
designed to give you a closeup look at how promotional techniques
work. Analyzing Sales Promotion is guaranteed to help marketing
managers, brands managers, sales managers, and product managers
develop general principles and guidelines for planning successful
sales promotion programs and, ultimately, strategies.
Analyzing Sales Promotion explains:
Sales promotion strategy and how it should fit with your
overall integrated marketing.
Fundamentals of promotion analysis, including sources and
uses of data.
The nature of consumer response to sales promotion,
including such key factors as brand loyalty versus price
Analysis techniques for disaggregate and aggregate data.
The basic principles of promotion analysis that can be
applied to all sales promotion and brand management.
And, special sections on:
Integrated marketing communication.
Characteristics of trade and sales force
Sales promotion strategy, including marketing
communication strategy and "fact-based
Analysis techniques for aggregate data.
Seasonality analysis, including holiday effects.
When you're planning your next sales promotion, there's no
need to repeat costly mistakes—your own or others'. By getting
the "big picture" of tools and techniques that have
worked for companies in similar situation, you can build
successful promotions that are based on solid analysis and