Wheeler, Martin,

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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2413 Henry Stewart Talks


Branding (Marketing)
Marketing--Cost effectiveness.