Sales Promotions: Prescriptive Definitions and the Managers View

• Tipo: Capítulo ou Parte de Livro
• Data: 2015

Autores

Farhangmehr, M (Autor) Outra; Pedro Quelhas Brito (Autor) FEP

Indexação

Scopus - 0 Citações

Outras Informações

ID Authenticus: 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.

Idioma: Inglês

Tipo (Avaliação Docente): Científica