Sales Promotion Decision Making
Title | Sales Promotion Decision Making PDF eBook |
Author | Steve Ogden-Barnes |
Publisher | Business Expert Press |
Pages | 197 |
Release | 2015-01-12 |
Genre | Business & Economics |
ISBN | 163157048X |
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. Sales Promotion Decision Making 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.
Marketing Decision Making and the Management of Pricing
Title | Marketing Decision Making and the Management of Pricing PDF eBook |
Author | Rajagopal |
Publisher | IGI Global |
Pages | 274 |
Release | 2013-05-31 |
Genre | Business & Economics |
ISBN | 1466640952 |
"This book provides the latest research studies, market analysis, and best practices utilized in emerging markets to gain competitive advantage and market leadership"--Provided by publisher.
Introduction to Business
Title | Introduction to Business PDF eBook |
Author | Lawrence J. Gitman |
Publisher | |
Pages | 1455 |
Release | 2024-09-16 |
Genre | Business & Economics |
ISBN |
Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
Excellence in Advertising
Title | Excellence in Advertising PDF eBook |
Author | Leslie Butterfield |
Publisher | Routledge |
Pages | 304 |
Release | 2009-11-03 |
Genre | Business & Economics |
ISBN | 113640452X |
While many books on advertising are written by people whose experience of the industry is either limited or else rather distant in time, Excellence in Advertising, has been created by a group of people who are directly involved in the business currently and are at the very top of their profession. The first edition of this book, published in 1997, proved to be a huge success both in the UK and internationally. This new edition is substantially updated and enlarged - with new authors added and new subjects covered. The cast list of authors, headed by Leslie Butterfield as editor and contributor, reads like a veritable Who's Who of advertising and marketing: John Bartle, Steve Henry, Professor Peter Doyle, Mike Sommers and now also Richard Hytner, Tim Broadbent, Tim Pile and others. Together their contributions present an authoritative view on what constitutes best practice in a wide range of key areas that are the context for the creation of effective advertising: Building successful brands Strategy development The analysis and interpretation of qualitative research Creative briefing Media strategy AND NEW IN THIS EDITION: Managing relationships Evaluating advertising Loyalty Shareholder value Total communication strategy Combining state-of-the-art thinking and practical advice, this book will be of value to those who use advertising to build brands, those who study advertising and its role and to those actively engaged in producing excellence in advertising on a daily basis. Leslie Butterfield is Chairman of Partners BDDH, the agency he founded in 1987. He is one of the UK advertising industry's most respected strategists, and a regular contributor to advertising conferences and publications. He was Chairman of the IPA's Training and Development Committee from 1989 to 1997 and is now a Council Member and Fellow of the IPA.
Marketing Management
Title | Marketing Management PDF eBook |
Author | S.H.H. Kazmi |
Publisher | Excel Books India |
Pages | 728 |
Release | 2007 |
Genre | Business & Economics |
ISBN | 9788174465429 |
Marketing is of interest to students of marketing, or marketers of tangibles or non tangibles.
Accounting for Effective Decision Making
Title | Accounting for Effective Decision Making PDF eBook |
Author | Martin Mellman |
Publisher | Irwin Professional Publishing |
Pages | 536 |
Release | 1995 |
Genre | Business & Economics |
ISBN |
In today's competitive environment, it is imperative that managers have a clear understanding of corporate reports. With this guide, readers will discover how to use reports to make more cost-effective decisions and budget more effectively to increase profits.
Digital and Social Media Marketing
Title | Digital and Social Media Marketing PDF eBook |
Author | Nripendra P. Rana |
Publisher | Springer Nature |
Pages | 337 |
Release | 2019-11-11 |
Genre | Business & Economics |
ISBN | 3030243745 |
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.