In‐store trade promotions ‐ profit or loss?

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.

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