The Marketing Book 5th Edition

442 The Marketing Book As in any other kind of service organiza- tion, the quality of after-sales customer service is a critical ...

Define requirements Formal presentations 7. Contract Shortlist of probables Credentials presentations Pool list of possibles De ...

444 The Marketing Book out a keyword search at the free Adforum.com website. At this stage, no agencies need know that a search ...

Promotion 445 brought with it more businesslike practices. Advertisers and agencies entering a working relationship today can re ...

446 The Marketing Book fact, plus the twin forces of historical precedent and professional etiquette, have so far main- tained t ...

Promotion 447 that it is in fact standard: a figure which makes the agency’s reward for commissioning and co- ordinating the sub ...

448 The Marketing Book unchanged, and the client was £300 better off. It is hardly surprising that powerful clients con- tinue t ...

Promotion 449 The commission element has survived being declared an anti-competitive business practice by the Sherman Anti-Trust ...

450 The Marketing Book introduces a completely new criterion, pre- sumably relating to competitive comparisons. In short, surrog ...

Promotion 451 logically be rather different, and hence the criteria of effectiveness. One might expect that these theoretical sh ...

452 The Marketing Book it facilitates competition, rather than inhibiting it; consumers appreciate the added value it can confer ...

Promotion 453 The charge that promotion debases the culture has been regularly heard from aca- demics and media commentators ove ...

454 The Marketing Book series of public opinion surveys dating back to 1961, that only 6 per cent of 1017 respondents chose ‘adv ...

Promotion 455 possibility is that people think there is simply too much of it. In 1983, Which? magazine surveyed 1300 subscriber ...

456 The Marketing Book Vehicle for the Twenty-First Century, Proceed- ings of the First International Conference on Corporate an ...

Promotion 457 Strong, E. K. (1925) The Psychology of Selling, McGraw-Hill, New York. Synodinos, N. E., Keown, C. F. and Jacobs, ...

CHAPTER 18 Sales promotion SUE PEATTIE and KEN PEATTIE Introduction In 1697 Jonathon Holder, a London haber- dasher, decided to ...

PRODUCER CONSUMER DISTRIBUTOR SALES FORCE TRADE PROMOTIONS INTERNAL PROMOTIONS JOINT PROMOTIONS 'ENCOURAGE' DIRECT PROMOTIONS 'P ...

460 The Marketing Book promotions (generally a high cost activity) as the main tactical weapon’. Such indictments, published in ...

Sales promotion 461 Perhaps because of the limitations of the research, sales promotion is prone to a number of misconceptions. ...