Encyclopedia of Law and Economics

2019 Edition
| Editors: Alain Marciano, Giovanni Battista Ramello

Promotional Effort

  • Nikolaos GeorgantzisEmail author
  • Christian Boris Brunner
Reference work entry
DOI: https://doi.org/10.1007/978-1-4614-7753-2_385

Abstract

The term promotional effort refers to all strategies aimed at broadening a firms’ market scope through the establishment if a larger and more loyal consumer basis. Advertising, public relations, sales promotion, personal selling as well as price-related strategies affecting a firm’s sales potential are addressed. Both positive and normative approaches are birefly reviewed, discussing the theoretical and empirical issues studied in the existing literature.

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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2019

Authors and Affiliations

  • Nikolaos Georgantzis
    • 1
    • 3
    Email author
  • Christian Boris Brunner
    • 2
  1. 1.Economic and Social Sciences, School of Agriculture Policy and DevelopmentUniversity of ReadingReadingUK
  2. 2.School of Agriculture, Policy and DevelopmentUniversity of ReadingReadingUK
  3. 3.LEE and Economics DepartmentUniversitat Jaume ICastellonSpain