Promotion Management

Contents: Preface. 1. Quality manufacturing. 2. Branding. 3. Performance management. 4. Managing and using information. 5. Advertising process. 6. Net advertising. 7. Asset allocation. 8. Sales management. 9. Customer satisfaction. 10. Concept of modern marketing. 11. Risk assessment. Bibliography. Index.

"Promotion is one of the four key aspects of the marketing mix. The other three elements are product management, pricing and distribution. Promotion involves disseminating information about a product, product line, brand or company.

Promotions bring a service to the attention of potential and current customers. They are best carried out by implementing a promotion plan. The goals of the plan should depend very much on the overall goals and strategies of the organization and the results of the marketing analysis, including the positioning statement.

This book includes more comprehensive and detailed information about promotion management, along with the broader activities of marketing. Although the publication addresses nonprofits, the marketing information pertains to for-profits, as well." (jacket)