Packed with practical examples as well as updated and new case studies, Sales Promotion 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 happy. Sales Promotion includes new developments in the field, exploring the use of new media such as SMS, MMS, interactive TV and web-based advertising. It also considers the effects of the 2005 Gambling Act, and each chapter features a new interactive self-study question-and-feedback section.

Sales Promotion is a core text of the ISP diploma, and the author has utilized graduate feedback to make the fourth edition relevant to students, whilst preserving its status as a potent tool for sales and marketing professionals. Whether your company is a small start-up or an international business, Sales Promotion can help you to get ahead and stay ahead of your competitors. Topics covered include: the purpose of sales promotion; what sales promotion can do for you; 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 your promotion.

About The Authors

Roddy Mullin is both a Chartered Engineer and a Chartered Marketer. He has been a consultant for sales and marketing for the past two decades, and his business aim is to 'make people make money'. He is a Vice President of the Central London branch of the CIM, a Court Assistant of the Worshipful Company of Marketors, and an examiner for the Institute of Sales Promotion Diploma. He has written or co-authored several other books for Kogan Page, including The Handbook of Field Marketing, Direct Marketing and Value for Money Marketing.