list of figures. List of tables . List of briefs. List of case studies.
Preface. PART I: The context. 1 Introduction: promotional marketing in
action... 2 Promotional marketing: how it fits into a business and its
marketing purpose. 3 The shopper/buyer. PART II: So what can you do to
promote your brand, your products, your business? 4 Why creativity is key.
5 Essential support: suppliers. 6 Media and non-participative promotion:
communications with no promotional offer. 7 Shopper/buyer-activated
promotions. 8 Active promotion: brand experience, field marketing, sales
face to face. 9 Everywhere: promotions. 10 The five standard promotional
offers. PART III: Implementation 11 In-house activity in support of
implementation. 12 How to use and implement promotions. 13 International
promotions. 14 Promotion and the law. 15 Marketing accountability and
promotional Insight. PART IV. Further information. Index
