Sales promotion decision making : : concepts, principles, and practice /

Sales promotion decision making : : concepts, principles, and practice / / Steve Ogden-Barnes and Stella Minahan.

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 a...

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Bibliographic Details
Superior document:Marketing strategy collection,
VerfasserIn:
Ogden-Barnes, Steve.,
Minahan, Stella.,
TeilnehmendeR:
Minahan, Stella.,
Place / Publishing House:New York, New York (222 East 46th Street, New York, NY 10017) : : Business Expert Press,, 2015.
Year of Publication:2015
Edition:First edition.
Language:English
Series:Marketing strategy collection.
Online Access:
Physical Description:1 online resource (147 pages)
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Table of Contents:
  • 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.

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