000			04031nam a2200577 i 4500
001			11007939
003			CaPaEBR
005			20241023114838.0
006			m eo d
007			cr cn |||m|||a
008			150126s2015 nyu foab 001 0 eng d
020			_a9781631570483 _qe-book
035			_a(OCoLC)900878085
035			_a(CaBNVSL)swl00404636
040			_aCaBNVSL _beng _erda _cCaBNVSL _dCaBNVSL
050		4	_aHF5438.5
100	1		_aOgden-Barnes, Steve., _eauthor.
245	1	0	_aSales promotion decision making : _bconcepts, principles, and practice / _cSteve Ogden-Barnes and Stella Minahan.
250			_aFirst edition.
264		1	_aNew York, New York (222 East 46th Street, New York, NY 10017) : _bBusiness Expert Press, _c[(c)2015.]
300			_a1 online resource (147 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
490	1		_aMarketing strategy collection, _x2150-9662
504			_aIncludes bibliographical references (pages 135-144) and index.
505	0		_a1. Sales promotions and the new world of retail -- _t2. The many faces of sales promotions -- _t3. Roles, functions, and benefits -- _t4. Monetary promotions -- _t5. Nonmonetary sales promotions -- _t6. Sales promotion decision making: processes and influences -- _t7. Case study research method -- _t8. Supermarket industry -- _t9. Hardware and home improvement -- _t10. Department store -- _t11. Cross-case analysis -- _t12. Improving sales promotion decision making -- _tReferences -- _tIndex.
506			_aAccess restricted to authorized users and institutions.
520	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.
530			_a2 _ub
530			_aAlso available in printing.
538			_aMode of access: World Wide Web.
538			_aSystem requirements: Adobe Acrobat reader.
588			_aTitle from PDF title page (viewed on January 26, 2015).
650		0	_aSales promotion.
653			_aadvertising
653			_aconsumer promotions
653			_adecision making
653			_amarketing
653			_amonetary promotions
653			_anonmonetary promotions
653			_aretail
653			_asales promotion
655		0	_a[genre]
700	1		_aMinahan, Stella., _eauthor.
776	0	8	_iPrint version: _z9781631570476
830		0	_aMarketing strategy collection. _x2150-9662
856	4	0	_uhttps://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000360.html
942			_2lcc _bCIU _cOB _eBEP _QOL _zBEP11007939
999			_c74226 _d74226
902			_c1 _dCynthia Snell