• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Sales Promotion
Sales promotion

Sales promotion is usually included in the promotional mix because promotions are intended to communicate a discount and thus create a short-term increase in sales. There are many forms of sales promotion, from cash discounts through to extra quantities of product, free trial packs and free gifts included with every purchase. Sales promotions are typically used as part of a push strategy, i.e. a strategy in which the goods are heavily promoted to members of the distribution chain rather then to the end-customer with the aim of encouraging the distributor to promote the product heavily and push the goods through the ...

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