Sendenkaigi to Release “Promotional Marketing Basic” on May 15

Sendenkaigi Co., Ltd., a publisher of professional magazines in marketing and advertising headquartered in Minato-ku, Tokyo and led by President Tomoya Takahashi, will release the book “Promotional Marketing Basic,” edited by the Japan Promotional Marketing Association, on May 15 at major bookstores across Japan and online bookstores. The book is edited by the Japan Promotional Marketing Association and published by Sendenkaigi. It is priced at 3,300 yen, including tax, with a base price of 3,000 yen. The ISBN is 978-4-88335-652-2. With the progress of digitalization led by AI, consumer purchasing behavior has become more visible, enabling companies to understand in detail who bought something, why they bought it, and how they made the purchase. The focus of marketing is also shifting from acquiring new customers to retaining customers and encouraging repeat purchases. At the same time, word of mouth on social media is having a growing influence on consumer buying behavior. However, many people in the field still say that marketing initiatives remain fragmented and hard to grasp as a whole, or that they rely too heavily on experience and intuition. This book is a practical guide that addresses these issues by systematizing promotion around consumer purchasing behavior. “Promotional marketing,” as used in the title, refers to activities that stimulate consumer purchase motivation for customer acquisition and retention, as well as activities that motivate people involved in sales, including personnel at companies, retailers, and wholesalers. This edition newly adds sections on digital POP and retail media. It reframes promotion not merely as a set of techniques, but as the core that drives marketing. By systematically learning knowledge directly connected to practice, readers can develop the ability to design increasingly complex promotional activities themselves. The book serves as a guide for that purpose. Readers can learn the definition, activity areas, and basic framework of promotional marketing; how to choose and implement promotion methods according to objectives; details of promotion tool and media categories and key operational points; concrete processes from planning to execution; how to measure promotional marketing results and connect them to improvement; and the activities involved in in-store marketing and trade relations for distribution channels. The table of contents includes: Chapter 1, Overview of Promotional Marketing; Chapter 2, Planning and Development of Promotion Methods; Chapter 3, Promotion Tools and Media; Chapter 4, Related Laws and Regulations; Chapter 5, Planning Procedures for Promotional Marketing; Chapter 6, Understanding Promotional Marketing Results; and Chapter 7, In-Store Marketing and Trade Relations. The Japan Promotional Marketing Association is composed of member companies from various industries involved in areas that encourage consumers toward purchasing behavior. It was established in 1969. In addition to education and training programs and promotional marketer certification programs, the association conducts a wide range of activities to contribute to the development of the promotional industry, including contests, awards, exhibitions, and industry-academia collaboration with the Japan Promotional Marketing Society on surveys, research, development, and publishing. Sendenkaigi Co., Ltd. traces its origins to the monthly magazine “Sendenkaigi,” first published in 1954, and now operates diversified businesses including publishing, education, events, awards, and consulting. Through professional magazines such as “Sendenkaigi,” “Hansoku Kaigi,” “Kouhou Kaigi,” “Brain,” and “Environmental Business,” as well as its web media “AdverTimes.,” the company shares the latest trends and practical knowledge related to marketing, creativity, and the environment. It also provides courses and training programs attended by about 100,000 people annually, with a focus on developing next-generation talent.