Sales Promotions: Prescriptive Definitions and the Managers View

• Type: Chapter or Part of a Book
• Date: 2015

Authors

Farhangmehr, M (Author) Other; Pedro Quelhas Brito (Author) FEP

Indexing

Scopus - 0 Citations

Other information

Authenticus ID: P-00W-8J8

DOI: 10.1007/978-3-319-17320-7_13

Abstract (EN): This study analyses the contrasting perspectives on sales promotion concept between the prescriptive definitions and the managers¿ perceptions. The definitions proposed in marketing textbooks emphasise the tactical, short term and accessory nature of sales promotions tools. The managers¿ goals seem to be developed based on a balance between customer and competitor orientation. © 2015, Academy of Marketing Science.

Language: English

Type (Professor's evaluation): Scientific