Promotion Management

Author: Li Xiangguo
Publisher:
Publish Date: 2003-08-01
Features: Promotion management is one of the most complex, most skillful, and riskiest aspects of marketing management. Of course, it is also a field where talented entrepreneurs can shine. Every enterprise and entrepreneur can demonstrate its unique personality and sudden ideas in this field to create miracles in market sales. In short, advertising and public relations create a favorable environment for sales, while sales promotion provides a powerful weapon to attract customers. Face-to-face communication and service with customers, on the other hand, require personal selling. These activities form a "quadruple" of promotion. Based on this approach, this book divides the main content of promotion management into five parts.
Part 1: Introduction
This part elaborates on the general theory and decision-making of promotion, laying the foundation for the subsequent chapters.
Part 2: Sales Promotion Management
This part provides a detailed discussion on the sales promotion decision-making process and various sales promotion strategies, aiming to offer insights and methods for enterprises to plan sales promotion activities.
Part 3: Personal Selling Management
This part focuses on the theory of personal selling management, including the recruitment, training, motivation, guidance, compensation, evaluation, and process management of sales personnel. Additionally, it dedicates a chapter to customer management, which is highly concerned by enterprises.
Part 4: Advertising and Public Relations Management
Given that students taking this course are generally studying advertising, the advertising discussed in this part primarily focuses on advertising decision-making and advertising business management, including advertising promotion decision-making, advertising planning management, and advertising agency management. A dedicated chapter is also devoted to public relations.
Part 5: Cases
As an attempt, all the cases in this section are selected from the promotion activities of domestic enterprises. When used in undergraduate teaching at the School of Business Administration of Renmin University of China, students responded very positively, and the results were excellent. As a promotional activity, it has a history of nearly 100 years, but specialized research on promotion management theory is a relatively recent development. Especially in China, research on promotion management has just begun. Structurally, this book follows the basic principles of marketing management, but its content arrangement is entirely new and closely tied to the Chinese context. It is hoped that this book can serve as a starting point to inspire peers to conduct research on Chinese promotion management theory and elevate the level of promotion for Chinese enterprises to a new height.
This book was written to meet the needs of undergraduate teaching, based on the author's years of teaching experience and research achievements. It can also serve as a textbook for marketing personnel and leaders in enterprises for on-the-job training.