Measuring the impact of promotional activity [electronic resource] /
Martin Wheeler.
- London : Henry Stewart Talks, 2010.
- 1 online resource (1 streaming video file (30 min.) : color, sound).
- Modern brand management : fundamentals and latest thinking .
- Henry Stewart talks. Marketing & management collection. Modern brand management .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: The promotional landscape is changing -- Measuring volumetric impact -- What drives incremental sales? -- Volume is correlated to price -- Promotional dynamics -- Discount and display -- The true picture of incremental volume -- Measuring the commercial impact of promotional activity -- Key metrics -- Share analysis -- Effectiveness vs. efficiency -- Using insight to develop promotional strategy -- Funding and negotiation.
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