In‐store trade promotions ‐ profit or loss?
Anthony Lucas
(Anthony Lucas is a Senior Manager responsible for Ernst & Young’s marketing and sales consultancy services)
3217
Abstract
Argues that only by sharply improving the effectiveness of trade promotion can manufacturers hope to influence base sales volumes. Discusses managers’ concentration on promotion at the expense of product innovation and brand franchise development. Provides a list of initiatives to improve performance.
Keywords
Citation
Lucas, A. (1996), "In‐store trade promotions ‐ profit or loss?", Journal of Consumer Marketing, Vol. 13 No. 2, pp. 48-50. https://doi.org/10.1108/07363769610115401
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited