This chapter focuses on sales promotion decision making in a department store chain. The case study explores the thinking behind the scenes shared by decision makers in this business. The relationship between marketing strategy and promotion planning is determined with the key drivers behind these activities being discussed. The process adopted within the marketing team is presented and a significant range of internal influence factors that act upon this process are identified.
The department store sector has come under enormous pressure recently from both the expansion in online retailing (in mass and niche segments) and through the growth in fast-fashion retailing evidenced by the global ...