The promotion of sales on the consumer markets: Offer of a new approach of promotional management

Article English OPEN
FRANCISCO JAVIER VILLABA MERLO; IÑAKI PERIÁÑEZ CAÑADILLAS;
(2002)
  • Publisher: Universidad del País Vasco (UPV/EHU)
  • Journal: Cuadernos de Gestión (issn: 1131-6837, eissn: 1988-2157)
  • Subject: Sales Promotion | Promotional Marketing | Consumption Markets | Commerce | HF1-6182

Nowadays, there are many factors that have provoked a greater use of promotion by some manufacturers in the consumption markets. Traditionally, firms have used promotion as the last resource for the achievement of the goals of selling. When we analyse promotional manage... View more
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