株式会社極東書店トップ ＞ 商品一覧 ＞ The Sales Promotion Handbook : The Comprehensive Guide to Promotional Marketing. 2nd ed.
商品詳細
解説
The new edition of this handbook provides essential, practical advice with detailed checklists to help effectively research, plan, implement and evaluate a campaign. Rewritten and restructured, there is greater focus on theory and planning; how shoppers shop; using new media and e-marketing; the role of promotions within direct marketing and CRM (customer relationship marketing); targeting; and the latest modelling and evaluation tools. There are also extensive listings of sources of further information and web-based contacts.