Coverart for item
The Resource Sales promotion decision making : concepts, principles, and practice, Steve Ogden-Barnes and Stella Minahan

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

Label
Sales promotion decision making : concepts, principles, and practice
Title
Sales promotion decision making
Title remainder
concepts, principles, and practice
Statement of responsibility
Steve Ogden-Barnes and Stella Minahan
Creator
Contributor
Author
Subject
Language
eng
Summary
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. 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
Member of
Cataloging source
NYBEP
http://library.link/vocab/creatorName
Ogden-Barnes, Steve
Dewey number
658.82
Index
index present
LC call number
HF5438.5
LC item number
.O338 2015
Literary form
non fiction
Nature of contents
  • dictionaries
  • abstracts summaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Minahan, Stella
Series statement
Marketing strategy collection,
http://library.link/vocab/subjectName
  • Sales promotion
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • BUSINESS & ECONOMICS
  • Sales promotion
Target audience
  • adult
  • specialized
Label
Sales promotion decision making : concepts, principles, and practice, Steve Ogden-Barnes and Stella Minahan
Instantiates
Publication
Note
Title from PDF title page (viewed on January 26, 2015)
Bibliography note
Includes bibliographical references (pages 135-144) and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Control code
900878085
Edition
First edition.
Extent
1 online resource (1 PDF (147 pages)).
Form of item
online
Isbn
9781631570483
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Specific material designation
remote
System control number
(OCoLC)900878085
Label
Sales promotion decision making : concepts, principles, and practice, Steve Ogden-Barnes and Stella Minahan
Publication
Note
Title from PDF title page (viewed on January 26, 2015)
Bibliography note
Includes bibliographical references (pages 135-144) and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Control code
900878085
Edition
First edition.
Extent
1 online resource (1 PDF (147 pages)).
Form of item
online
Isbn
9781631570483
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Specific material designation
remote
System control number
(OCoLC)900878085

Library Locations

    • Curtis Laws Wilson LibraryBorrow it
      400 West 14th Street, Rolla, MO, 65409, US
      37.955220 -91.772210
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