Sales Promotion Decision Making

Index

Advertising, 12–13

Attracting new shoppers, 22

Average spend per visit, 22

BOGOF, See Buy one get one free

Brand building, 23

Buying power, 1

Buy one get one free (BOGOF), 42, 129

Case study research method

data analysis, 75

field research phase, 74–75

interviewer’s guide, 74

key decision makers, 74

reporting, 75

research questions, 72

semistructured interview approach, 72–73

target organizations, identification of, 73–74

types of, 72

Collaborative promotions, 18–19

Consumer-focused organizations, 3

Consumers’ purchasing habits, 1

Coupons

beyond redemption, 37

clip ‘n’ save, 34–35

evaluating coupon performance, 37

and new technologies, 36

redemption, 35

sentiment, 35

shopper profile, 35

social couponing, 36–37

CRM, See Customer relationship ...