目次

List of Figures; List of Tables; List of Briefs; List of Case Studies; Foreword; Preface; Part I. The Context; Chapter 1: Introduction; Chapter 2 Promotional Marketing; How it Fits into a Business and its Marketing Purpose; Chapter 3: The Shopper/Buyer; Part II. So What can you do to Promote your Brand, your Products, your Business?; Chapter 4: Why Creativity is Key; Chapter 5: Essential Support: Suppliers; Chapter 6: Media and Non-Participative Promotion - Communications with No Promotional Offer; Chapter 7: Shopper/Buyer Activated Promotion; Chapter 8: Active Promotion: Brand Experience, Field Marketing, Sales Face-to-Face; Chapter 9: Everywhere - Promotions; Chapter 10: The Five Standard Promotional Offers; Part III. Implementation; Chapter 11: In House Activity in Support of Implementation; Chapter 12: How to Use and Implement Promotions; Chapter 13: International Promotions; Chapter 14: Promotion and The Law; Chapter 15 Marketing Accountability and Promotional Insight; Part IV. Further Information; Index