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Sales Promotion Decision Making by Stella Minahan, Steve Ogden-Barnes

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Abstract

Sales promotions are a fact of life for the majority of retailers, ­suppliers, and FMGC stakeholders commanding up to 75 percent of total marketing ­budgets. From straightforward discounts on products to more complex ­omni-­channel consumer competitions and contests, sales promotions play a vital role as both strategic and tactical marketing tools. Those ­responsible for sales promotions must deliver real results in cut-throat ­competitive trading environments. However, with limited ­understanding of the options, principles, and practices that underpin effective sales promotion planning, managers often rely on past experience or ­preferences to guide their decision making. Not surprisingly, many sales ­promotions fail to achieve their ...

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