Table of Contents

1. Understanding sales promotion.
2. The roles and limitations of sales promotion.
3. The context for sales promotion.
4. Developing the theory of sales promotion.
5. The strategic dimensions of sales promotion.
6. Developing the sales promotion plan.
7. Identifying sales promotion objectives.
8a. Consumer promotions - financial incentives.
8b. Consumer promotions - product based offers.
8c. Consumer promotions - other consumer promotions.
9. Promoting to the trade.
10. Trade shows, event management and sponsorship.
11. Evaluating sales promotion.
12. Integrating sales promotion activity.
13. International sales promotion.

Reviews

1. Understanding of Sales Promotion. 2. The Roles and Limitations of Sales Promotion. 3. Developing the Theory of Sales Promotion. 4. The Strategic Dimensions of Sales Promotion. 5. Budgeting for Sales Promotion. 6a. Developing the Sales Promotion Plan - Understanding the Target Audience. 6b. Developing the Sales Promotion Plan - The Competitive Environment. 7. Identifying Sales Promotion Objectives. 8. Consumer Promotions. 9. Promoting to the Trade. 10. Sales Force Activity. 11. Sponsorship and Event Management. 12. Evaluating Sales Promotion. 13. The Legal and Regulatory Framework. 14. Sales Promotion Agencies. 15. Integrating Sales Promotion Activity. 16. International Sales Promotion.