An Exploratory Report of Sales Promotion Management
Robert Kimball
(Assistant Professor in the Department of Economics and Marketing at The University of West Florida in Pensacola)
2571
Abstract
Investigates the role and management of sales promotion in US companies. Reports on a study intended to identify factors that influence sales promotion management. Concludes that the product category and the firm′s position within the category are related to sales promotion behaviour, with similarity in sales promotion behaviour among firms in similar product marketing environments.
Keywords
Citation
Kimball, R. (1989), "An Exploratory Report of Sales Promotion Management", Journal of Consumer Marketing, Vol. 6 No. 3, pp. 65-75. https://doi.org/10.1108/EUM0000000002556
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited