Managing the Sales Promotion Mix

Volume: 5, Issue: 1, Pages: 77 - 89
Published: May 4, 1999
Abstract
Though an integral component of many marketing strategies, relatively little has been written about the management of consumer sales promotions. This study introduces a framework that examines the relative importance of key factors on managers' use of two consumer promotions: coupons and sweepstakes. Our results show that brand managers use trade and consumer sales promotions more extensively than media advertising, but do not consider sales...
Paper Details
Title
Managing the Sales Promotion Mix
Published Date
May 4, 1999
Volume
5
Issue
1
Pages
77 - 89
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