Managing the Sales Promotion Mix
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
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History