Abstract
This study analyses the contrasting perspectives on sales promotion concept between the prescriptive definitions and the managers’ perceptions. The definitions proposed in marketing textbooks emphasise the tactical, short term and accessory nature of sales promotions tools. The managers’ goals seem to be developed based on a balance between customer and competitor orientation.
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Farhangmehr, M., Brito, P.Q. (2015). Sales Promotions: Prescriptive Definitions and the Managers View. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_13
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DOI: https://doi.org/10.1007/978-3-319-17320-7_13
Publisher Name: Springer, Cham
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