Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

14. Promotion −
    Introduction to Integrated
    Marketing
    Communications

Text © The McGraw−Hill

Companies, 2002

396 Chapter 14

it probably shouldhave a specific sales promotion manager. Sometimes, however, the

sales or advertising departments handle sales promotion efforts—or sales promotion

is left as a responsibility of individual brand managers. Regardless of who the man-

ager is, sales promotion activities vary so much that many firms use both inside and

outside specialists.

Although many specialists may be involved in planning for and implementing

specific promotion methods, determining the blend of promotion methods is a strat-

egy decision—and it is the responsibility of the marketing manager.

The various promotion specialists tend to focus on what they know best and

their own areas of responsibility. A creative web page designer or advertising copy-

writer in New York may have no idea what a salesperson does during a call on a

Marketing manager
talks to all, blends all

Stanley Works depends on a blend of integrated marketing communications, including sales presentations and product demonstration
tours, trade ads focused on retailers, ads targeted at end-users, and a website that provides information on the whole line.