Aston Villa chief executive Christian Purslow says a key part of the promoted club's transfer policy this summer is not to "get carried away in euphoria" on their return to the Premier League, reports BBC Sport.

Villa have been linked with a string of potential new signings, but Purslow is stressing the need to keep calm.

"This is when poorly run businesses and clubs make mistakes," he told BBC WM.

"This is the time to pause, apply a cold towel and contemplate carefully exactly what we need to do," he added.

"We have to decide what additions to make this summer and which players will leave, but we have an outstanding sporting director in Jesus Pitarch and we'll take a bit of time to nail all those down.

"This is not a moment to rush, to get carried away in euphoria.

"We had a Plan A and a Plan B for the two possible outcomes (of Monday's play-off final) but that's not quite the same as waking up to the reality that we are now a Premier League club.

"It's the finest sporting league in the world for marketing itself for the television industry which means very significant chunks of money are available, which isn't true in the Championship.

"It doesn't mean it should be easy and we can be complacent. We just need to take our time to get our decisions right."