Promotional marketing : how to create, implement and integrate campaigns that really work

"Packed with practical examples as well as updated and new case studies, Promotional Marketing details the tried-and-tested methods companies use to stay ahead of the competition, revealing the winning offers that gain new customers and keep existing ones. It includes new developments in the field, exploring the use of digital media such as mobile, interactive TV and web-based advertising. Topics covered include: -The purpose of promotional marketing -What promotional marketing can do for business success -How to use different techniques, including joint promotions, price promotions and off-the-shelf promotions -How to implement an integrated market strategy -Maintaining a crucial creative edge -The best ways to use suppliers -Researching and evaluating promotion "--