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Sales promotion decision making : concepts, principles, and practice /

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Salvato in:
Autori principali: Ogden-Barnes, Steve (Autore), Minahan, Stella (Autore)
Natura: Elettronico eBook
Lingua:inglese
Pubblicazione: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015.
Edizione:First edition.
Serie:Marketing strategy collection.
Soggetti:
Sales promotion.
advertising
consumer promotions
decision making
marketing
monetary promotions
nonmonetary promotions
retail
sales promotion
Accesso online:An electronic book accessible through the World Wide Web; click to view
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Sommario:
  • 1. Sales promotions and the new world of retail
  • 2. The many faces of sales promotions
  • 3. Roles, functions, and benefits
  • 4. Monetary promotions
  • 5. Nonmonetary sales promotions
  • 6. Sales promotion decision making: processes and influences
  • 7. Case study research method
  • 8. Supermarket industry
  • 9. Hardware and home improvement
  • 10. Department store
  • 11. Cross-case analysis
  • 12. Improving sales promotion decision making
  • References
  • Index.

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