The Dartnell sales promotion handbook

목차 (Table of Contents)

• CONTENTS
• Foreword = xi
• Acknowledgments = xiii
• About the Editors = xv
• Errata = xvi
• PART Ⅰ. PLANNING = 1
• 1. Introduction and Overview / Kerry Smith[PROMO Magazine] = 2
• 2. Setting Sales Promotion Objectives / Joseph Flanagan[IMPACT] = 20
• 3. Budgeting for Promotion / Tamara Brezen Block[Block Research, Inc.] ; Martin Block[Northwestern University] = 30
• 4. Analyzing Sales Promotion / John Totten[Nielsen Marketing Research] ; Martin Block[Northwestern University] = 46
• PART Ⅱ. TECHNIQUES = 83
• 5. Sampling / Dan Allioni-Charas[Stratmar Systems, Inc.] = 84
• 6. Couponing / Tamara Brezen Block[Block Research, Inc.] ; Larry Tucker[Larry Tucker, Inc.] = 98
• 7. Premiums, Refunds, and Promotion Fulfillment / Don Roux[Roux Marketing Services, Inc.] = 116
• 8. Sweepstakes, Games, and Contests / Don Jagoda[Don Jagoda Associates, Inc.] = 128
• 9. Continuity Promotions / James Feldman[James Feldman Associates] = 148
• 10. Point-of-Purchase / Douglas B. Leeds[Thomson-Leeds Company, Inc.] = 166
• 11. Direct Response / Larry Tucker[Larry Tucker, Inc.] = 190
• 12. Database Marketing / Connie Kennedy[Targetbase Marketing] = 204
• 13. Co-op Advertising / Neil Fraser[Fraser Advertising, Inc.] = 236
• 14. Product Licensing and Tie-ins / Karen Raugust[The Licensing Letter, EPM Communications, inc.] = 262
• 15. Event Marketing / Paul Stanley[PS Productions Inc.] = 284
• 16. Specialty Promotions / Richard Ebel[Promotional Products Association International] = 308
• 17. Trade Promotion / Jim Kunze, J. Brown ; Associates, Inc. = 320
• 18. The ABCs of Trade Shows / Norm Abelson[Trade Show Marketing Consultant] ; Rich Hagle[NTC Publishing Group] = 336
• 19. Sales and Collateral Materials / Robert S. Byer[Wells Rich Greene BDDP] = 364
• 20. Corporate Sales Meetings / Jim Rapp[The Rapp Group, Inc.] = 376
• 21. Training / Hal Fahner[Blue Cross-Blue Shield] ; Chris Heide[Dartnell] = 400
• PART Ⅲ. STRATEGIES = 421
• 22. Consumer Packaged Goods Sales Promotion / Joel Weiner[formerly with Kraft General Foods] = 422
• 23. Sales Promotion Strategy in Consumer Durable Products / Robert Oliver[Frigidaire Company] = 442
• 24. Sales Promotion in Business-to-Business Marketing / James C. Reilly[Communication, IBM United States] = 464
• 25. Food Retailing Promotion Strategy / Edward O'Meara[Ogilvy & Mather／Direct Response] = 494
• 26. Quick Service Restaurants / Jim Litwin[Wunderman Cato Johnson] = 524
• PART Ⅳ. ISSUES = 577
• 27. Promotion and Brand Equity / Keith Jones[Colgate-Palmolive Company] = 578
• 28. Financial Services and Cobranding / Peter Lucas[Credit Card Management, Faulkner & Gray] = 600
• 29. Diverting and Forward-Buying / Robert G. Brown[SPAR, Inc.] = 612
• 30. Working with Retailers / Richard H. Lenny[Kraft USA] = 632
• 31. New Product Introductions / Sandi A. Lawson ; Marshall Perry[Perry Lawson & Associates] = 644
• 32. In-Store Marketing / Wayne LoCurto[ACTMEDIA, Inc.] = 656
• 33. Incorporating Marketing Public Relations into Promotion Plans / Robert Horton[Horton Berman Communications] = 668
• 34. Databases and Privacy / Robert L. Sherman ; Paul ; Hastings ; Janofsky ; Walker[DMA Counsel] = 672
• 35. Planning a Legal Promotion : Sales Promotion Law and Regulations / Kathryn Mlsna[McDonald's Corporation] ; Gregory Griffin ; Edward B. Chansky ; Levett[Rockwood & Sanders] = 700
• 36. Electronic Technology's Impact on Sales Promotion / Alan Rosenthal = 734
• 37. The Final Chapter - Future Trends / Laurie Petersen[The Cowles Report on Database Marketing] = 744
• APPENDICES = 753
• 1. Promotion Marketing Services = 754
• 2. Professional and Trade Associations = 757
• 3. Award Programs = 764
• 4. The POPAI Guide to P.O.P. and Advertising Terms ; Point-of-Purchase Advertising Institute = 767
• 5. Promotion Marketing Association of America, Inc. : Words in Promotion = 858
• INDEX = 885