Sales promotion decision making concepts, principles, and practice
(eBook)
Author
Contributors
Minahan, Stella., author.
Published
New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015.
Edition
First edition.
Physical Desc
1 online resource (147 pages)
Status
More Details
Format
eBook
Language
English
ISBN
9781631570483
Notes
Bibliography
Includes bibliographical references (pages 135-144) and index.
Restrictions on Access
Access restricted to authorized users and institutions.
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. This book 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.
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Citations
APA Citation, 7th Edition (style guide)
Ogden-Barnes, S., & Minahan, S. (2015). Sales promotion decision making: concepts, principles, and practice (First edition.). Business Expert Press.
Chicago / Turabian - Author Date Citation, 17th Edition (style guide)Ogden-Barnes, Steve. and Stella., Minahan. 2015. Sales Promotion Decision Making: Concepts, Principles, and Practice. Business Expert Press.
Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)Ogden-Barnes, Steve. and Stella., Minahan. Sales Promotion Decision Making: Concepts, Principles, and Practice Business Expert Press, 2015.
MLA Citation, 9th Edition (style guide)Ogden-Barnes, Steve.,, and Stella. Minahan. Sales Promotion Decision Making: Concepts, Principles, and Practice First edition., Business Expert Press, 2015.
Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.
Staff View
Grouped Work ID
93353f99-1751-b98a-9273-4b8174e19c7b-eng
Grouping Information
| Grouped Work ID | 93353f99-1751-b98a-9273-4b8174e19c7b-eng |
|---|---|
| Full title | sales promotion decision making concepts principles and practice |
| Author | ogden barnes steve |
| Grouping Category | book |
| Last Update | 2022-06-07 21:23:19PM |
| Last Indexed | 2024-05-04 04:51:41AM |
Book Cover Information
| Image Source | syndetics |
|---|---|
| First Loaded | Nov 12, 2022 |
| Last Used | Apr 17, 2024 |
Marc Record
| First Detected | Aug 09, 2021 01:42:37 PM |
|---|---|
| Last File Modification Time | Nov 22, 2021 09:38:03 AM |
MARC Record
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| 100 | 1 | |a Ogden-Barnes, Steve.,|e author. | |
| 245 | 1 | 0 | |a Sales promotion decision making |h [eBook]:|b concepts, principles, and practice /|c Steve Ogden-Barnes and Stella Minahan. |
| 250 | |a First edition. | ||
| 264 | 1 | |a New York, New York (222 East 46th Street, New York, NY 10017) :|b Business Expert Press,|c 2015. | |
| 300 | |a 1 online resource (147 pages) | ||
| 336 | |a text|2 rdacontent | ||
| 337 | |a computer|2 rdamedia | ||
| 338 | |a online resource|2 rdacarrier | ||
| 490 | 1 | |a Marketing strategy collection,|x 2150-9662 | |
| 504 | |a Includes bibliographical references (pages 135-144) and index. | ||
| 505 | 0 | |a 1. Sales promotions and the new world of retail -- 2. The many faces of sales promotions -- 3. Roles, functions, and benefits -- 4. Monetary promotions -- 5. Nonmonetary sales promotions -- 6. Sales promotion decision making: processes and influences -- 7. Case study research method -- 8. Supermarket industry -- 9. Hardware and home improvement -- 10. Department store -- 11. Cross-case analysis -- 12. Improving sales promotion decision making -- References -- Index. | |
| 506 | |a Access restricted to authorized users and institutions. | ||
| 520 | 3 | |a 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. This book 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. | |
| 588 | |a Title from PDF title page (viewed on January 26, 2015). | ||
| 650 | 0 | |a Sales promotion. | |
| 653 | |a advertising | ||
| 653 | |a consumer promotions | ||
| 653 | |a decision making | ||
| 653 | |a marketing | ||
| 653 | |a monetary promotions | ||
| 653 | |a nonmonetary promotions | ||
| 653 | |a retail | ||
| 653 | |a sales promotion | ||
| 655 | 4 | |a Electronic books. | |
| 700 | 1 | |a Minahan, Stella.,|e author. | |
| 776 | 0 | 8 | |i Print version:|z 9781631570476 |
| 797 | 2 | |a ProQuest (Firm) | |
| 830 | 0 | |a Marketing strategy collection.|x 2150-9662 | |
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| 856 | 4 | 0 | |u http://ebookcentral.proquest.com/lib/prescottcollege-ebooks/detail.action?docID=1919444|x Prescott College|y Prescott College users click here to access |
| 856 | 4 | 0 | |u http://ebookcentral.proquest.com/lib/yln-ebooks/detail.action?docID=1919444|x Yavapai Library Network|y All other users click here to access |
| 945 | |a E-Book | ||
