LEADER 03845nam 2200625 450 001 9910460337703321 005 20200520144314.0 010 $a1-63157-048-X 035 $a(CKB)3710000000332153 035 $a(EBL)1919444 035 $a(OCoLC)900878085 035 $a(CaBNVSL)swl00404636 035 $a(MiAaPQ)EBC1919444 035 $a(Au-PeEL)EBL1919444 035 $a(CaPaEBR)ebr11007939 035 $a(CaONFJC)MIL691733 035 $a(EXLCZ)993710000000332153 100 $a20150126d2015 fy 0 101 0 $aeng 135 $aur|n|---||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aSales promotion decision making $econcepts, principles, and practice /$fSteve Ogden-Barnes and Stella Minahan 205 $aFirst edition. 210 1$aNew York, New York (222 East 46th Street, New York, NY 10017) :$cBusiness Expert Press,$d2015. 215 $a1 online resource (160 p.) 225 1 $aMarketing strategy collection,$x2150-9662 300 $aDescription based upon print version of record. 311 $a1-63157-047-1 320 $aIncludes bibliographical references (pages 135-144) and index. 327 $a1. 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. 330 3 $aSales promotions are a fact of life for the majority of retailers, suppliers, and FMGC stakeholders commanding up to 75 percent of total marketing budgets. From straightforward discounts on products to more complex omni-channel consumer competitions and contests, sales promotions play a vital role as both strategic and tactical marketing tools. Those responsible for sales promotions must deliver real results in cut-throat competitive trading environments. However, with limited understanding of the options, principles, and practices that underpin effective sales promotion planning, managers often rely on past experience or preferences to guide their decision making. Not surprisingly, many sales promotions fail to achieve their potential. This book serves as a vital resource for practitioners. Distilled from over 700 articles and cases, it presents the findings of comprehensive global research which explores the DNA of sales promotions including their role, nature, and function, the critical decision-making processes and campaign evaluation. This is supported with case studies of sales promotion planning in practice based on research conducted in FMCG and retail organizations. The book offers the reader a deeper, more comprehensive, and critical expert appreciation of the core concepts that define sales promotions. This will empower decision makers, consultants, and stakeholders to make more confident, informed, and effective campaign decisions. 410 0$aMarketing strategy collection.$x2150-9662 606 $aSales promotion 608 $aElectronic books. 610 $aadvertising 610 $aconsumer promotions 610 $adecision making 610 $amarketing 610 $amonetary promotions 610 $anonmonetary promotions 610 $aretail 610 $asales promotion 615 0$aSales promotion. 676 $a658.82 700 $aOgden-Barnes$b Steve.$0912823 702 $aMinahan$b Stella. 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910460337703321 996 $aSales promotion decision making$92044424 997 $aUNINA