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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Georgantzis, N., Brunner, C.B. (2019). Promotional Effort. In: Marciano, A., Ramello, G.B. (eds) Encyclopedia of Law and Economics. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-7753-2_385
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DOI: https://doi.org/10.1007/978-1-4614-7753-2_385
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