HOW SALES PROMOTION CAN WORK FOR AND AGAINST YOU
Steven W. Hartley
(Assistant Professor of Marketing at the University of Denver)
James Cross
(Assistant Professor of Marketing at Arizona State University)
2703
Abstract
Expenditures for sales promotion activities have increased dramatically during the past decade. Along with this added emphasis, however, have come some undesirable effects. This article considers some of the key issues that influence sales promotion decisions. It describes current sales promotion activities, identifies some of the negative consequences of these activities, introduces a cost‐benefit philosophy for sales promotion decisions, and proposes a specific method for making those decisions.
Citation
Hartley, S.W. and Cross, J. (1988), "HOW SALES PROMOTION CAN WORK FOR AND AGAINST YOU", Journal of Consumer Marketing, Vol. 5 No. 3, pp. 35-42. https://doi.org/10.1108/eb008230
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited