In today's connected world, promotion is fundamental to everything we do to drive business

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