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Sales Promotion: Marketing 04.06

ISBN: 978-1-84112-196-3
114 pages
April 2002, Capstone
Sales Promotion: Marketing 04.06 (1841121967) cover image


Fast track route to mastering all aspects of sales promotion

Covers all the key techniques for successful sales promotion, from understanding your customers to budget setting, and from promotional law to managing international promotions

Examples and lessons from some of the world's most successful businesses, including Autobytel.com, and Pepsi

Includes a glossary of key concepts and a comprehensive resources guide

ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers.

ExpressExec is organised into ten core subject areas making it easy to find the information you need:

01 Innovation
02 Enterprise
03 Strategy
04 Marketing
05 Finance
06 Operations and Technology
07 Organizations
08 Leading
09 People
10 Life and Work

ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.
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Table of Contents

Introduction to Express Exec

Introduction: The Importance of Sales Promotion

Definition of Terms: What Is Sales Promotion?

The Evolution of Sales Promotion

The E-Dimension of Sales Promotion

The Global Dimension of Sales Promotion

The State of the Art in Sales Promotion

Sales Promotion in Practice

Key Concepts and Thinkers

Sales Promotion Resources

Ten Steps to Making Sales Promotion Work

Frequently Asked Questions (FAQs)

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Author Information

DAVID HORCHOVER has worked for several blue chip companies, including the UK's Institute of Export, as Sales and Marketing Director. He writes and lectures widely on marketing topics and holds the Chartered Institute of Marketing's President's Award.
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