This book is about accountability: controlling marketing budgets and ensuring that marketing activity produces measurable results.

Value for Money Marketing: A Guide to Measuring Marketing Performance (Marketing in Action Series)

Business & Money

Mullin, Roddy

Marketing & Sales

Kogan Page Business Books

Direct marketing is widely acknowledged as one of the most popular and effective marketing communications tools. Marketing professionals, and those studying for marketing qualifications, need to have an overall understanding of the scope and potential of this whole area.

Direct Marketing: A Step-by-Step Guide to Effective Planning and Targeting (Marketing in Action Series)

""This book reveals the changing face of our industry and shows the importance of first principles combined with practical advice. Sales Promotion is essential reading for any practitioner."" --Edwin Mutton, Director General, Institute of Sales Promotion

Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work

Cummins, Julian

Sales Promotion  explains all the stages of creating and implementing innovative and successful sales promotions. It details the tried and tested methods that can give a business the competitive edge over other companies, including off-the-shelf offers, joint promotions, price promotions, premium promotions, and prize promotions. The new edition takes account of changes in market forces and the effect of new media such as web based advertising. It also includes a wealth of new case studies, including MasterCard, Superdrug, and Mazda.

Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work 4th edition

International

Kogan Page.

The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-face Direct Marketing

Field marketing can be differentiated from all other marketing activities because it is face-to-face direct marketing. Field marketing includes direct selling promotions, exhibitions, merchandising, auditing, demonstrations, and mystery shopping. Individually or combined, these activities develop brands, and when implemented they can significantly increase the brand's return on investment. The Handbook of Field Marketing explains both the principles and practices involved in field marketing.  The authors reveal the most successful field marketing techniques to ensure profitable brand maximization, whether measured by brand visibility, product availability, positioning, performance against competitors, or overall sales record. Including numerous examples, self-study questions, and proven recommendations for success, this book offers a blueprint for best practice, enabling marketers to carry out robust and meaningful brand research.

The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-To-Face Direct Marketing

Williams, Alison

Management & Leadership

Kogan Page, Ltd.

Field marketing can be differentiated from all other marketing activities because it is face-to-face direct marketing. Field marketing includes direct selling promotions, exhibitions, merchandising, auditing, demonstrations, and mystery shopping. Individually or combined, these activities develop brands, and when implemented they can significantly increase the brand's return on investment. The Handbook of Field Marketing explains both the principles and practices involved in field marketing. The authors reveal the most successful field marketing techniques to ensure profitable brand maximization, whether measured by brand visibility, product availability, positioning, performance against competitors, or overall sales record. Including numerous examples, self-study questions, and proven recommendations for success, this book offers a blueprint for best practice, enabling marketers to carry out robust and meaningful brand research.

The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing

Industries

Sales promotion is one of the most powerful weapons available to sales and marketing staff, and is used more than any other type of marketing- because it works. Almost 60% of sonsumers regularly take advantage of some form of sales promotion each month. Packed with practical examples as well as new and updated case studies, the fifth edition details new developments in sales promotion, exploring the ways in which it can be used in conjunction with new media such as interactive TV, web-based advertising and mobile marketing. Sale Promotion also highlight the tried and tested mnethods that companies use to stay ahead, revealing the winning offers that gain new customers and keep existing ones happy. Topics covered include: sales promotion and the customer; the purpose of sales promotion; what sales promotion can do; how to use different techniques, including joint promotions and of-the-shelf offers; how to be creativem how to use suppliers, how to implement a promotion; marketing accountability and research and international sales promotions. This edition of Sales Promotion is a core text for ISP diploma, and the author has utilized graduate feedback to make the fifth edition relevant to students- each chapter features an interactive self-study question-and-feedback section- while still maintaining it as a potent tool for the practitioner. Whether your company is a small start-up or an international business, Sales Promotion is essential for all those who want to get ahead and stay ahead of their competitors, even during difficult economic climates.

Promotional Marketing, formerly Sales Promotion (2010), details the tried-and-tested methods companies use to gain competitive advantage, including off-the-shelf offers, joint promotions, price promotions, premium promotions and prize promotions. This fully updated edition features the latest best practice for working in digital channels including web- and mobile-based promotions.
Promotional Marketing is a complete guide to planning, executing and evaluating promotional marketing campaigns covers the purpose of promotional marketing, what promotional marketing can do for businesses, the best ways to work with suppliers and how to use different techniques and implement an integrated marketing strategy.

Promotional Marketing: How to Create, Implement & Integrate Campaigns that Really Work

Promotional Marketing

In today’s connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their ‘tipping point’ when the decision to buy is made, now covering mobile, online and bricks-and-mortar sales and marketing. This book clarifies why a focus on the customer is key, and how to communicate with them from even before they discover a want or need, to the point of purchase and after. The author of this important book explains how and when to use suppliers (agencies, printers, insurers, etc.) for promotions of all types, including advertising (outdoor, on websites and in print), experiential marketing (road and trade shows, exhibitions, merchandising) and sales promotions (in-store/web and mobile promotion offers). Processes describe and explain how to implement promotional marketing to achieve business objectives.  Promotional Marketing is a practitioner guide to sales and marketing for agencies, entrepreneurs and small businesses and those seeking a career in retail. It is packed with real-life and award-winning case studies and practical briefs (NatWest, Diageo, Sainsbury’s, Shell and Radisson, for example) as a starter for when the client needs a creative answer yesterday! It is also tuned to those studying, providing a chapter on how marketing and sales fit into business.

Routledge

See the best price to sell, buy, or rent books by Mullin, Roddy. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Mullin, Roddy

See the best price to sell, buy, or rent books by Mullin, Roddy. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Value for Money Marketing: A Guide to Measuring Marketing Performance (Marketing in Action Series)

Direct Marketing: A Step-by-Step Guide to Effective Planning and Targeting (Marketing in Action Series)

Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work

Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work 4th edition

The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-To-Face Direct Marketing

The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-face Direct Marketing

The Handbook of Field Marketing: A Complete Guide to Understanding and Outsourcing Face-to-Face Direct Marketing

Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work

Promotional Marketing: How to Create, Implement & Integrate Campaigns that Really Work

Promotional Marketing