Encyclopedia of Law and Economics

Living Edition
| Editors: Alain Marciano, Giovanni Battista Ramello

Promotional Effort

  • Nikolaos Georgantzis
  • Christian Boris Brunner
Living reference work entry
DOI: https://doi.org/10.1007/978-1-4614-7883-6_385-1


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.


Promotional Activity Promotional Effort Advertising Expenditure Personal Selling Sales Promotion 
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Copyright information

© Springer Science+Business Media New York 2016

Authors and Affiliations

  • Nikolaos Georgantzis
    • 1
    • 3
  • 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 & Economics DepartmentUniversitat Jaume ICastellonSpain