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Sales promotion is one of the most powerful weapons available to sales and marketing staff, and is used more than any other type of marketing - because it works. Almost 60 per cent of consumers regularly take advantage of some form of sales promotion each month. Packed with practical examples as well as updated and new case studies, this fourth edition details the tried-and-tested methods that companies use to stay ahead revealing the winning offers that gain new customers and keep existing ones happy. 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 This fully updated fourth edition includes new developments in the field of sales promotion, 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 on sales promotion, and each chapter features a new interactive self-study question-and-feedback section. The current edition of 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 maintaining it as a potent tool for the practitioner. Whether your company is a small start-up or an international business, Sales Promotion is essential for all those who want to get ahead and stay ahead of their competitors.About Author:S 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 Marketers, and an examiner for the Institute of Sales Promotion diploma. He is a member of the task force for marketing in the UK. 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. The late Julian Cummins trained in marketing at Proctor & Gamble and was Managing Director of a public relations and sales promotion firm for 20 years. He taught marketing communications at MBA level and worked as a consultant and non-executive director.