Abstract
The purpose of this article is to describe the effort to create a sales promotion using a customer purchase frequency card for a retailer operating in Lviv, Ukraine. The anticipated pitfalls were thought to be convincing both the retailer to implement the program and the lack of acceptance by consumers of this type of sales promotion activity. In reality, the greatest problems came from the implementation of promotional activities under Ukraine’s value added tax (VAT) system. Results of the implementation of the frequency program are presented along with managerial implications.
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© 2015 Academy of Marketing Science
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Kelly, J.P. (2015). Sales Promotion Programs and the Value Added Tax in Ukaraine. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_85
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DOI: https://doi.org/10.1007/978-3-319-17356-6_85
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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