Packed with case studies and practical examples, the book details the tried-and-tested methods that companies use to stay ahead, revealing the winning offers that gain new customers as well as keeping existing ones happy. Topics covered include: -the purpose of sales promotion; -what sales promotion can do for you; -how to use different promotional 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 third edition includes new developments in the field of sales promotion, exploring use of the Internet, e-mail and text messaging, and also features a new interactive self-study questions-and- feedback section. Whether your company is a small start-up or an international business, Sales Promotion is essential for anyone who wants to get ahead and stay ahead of their competitors.