CHAPTER 12

Improving Sales Promotion Decision Making

Introduction

In this final chapter, we bring together the model of sales promotion decision making, the case studies, and the subsequent analysis of these cases. This forms the basis for our recommendations to industry practitioners on how more effective sales promotions decisions can be achieved. These evidence-based recommendations, we assert, will ensure that promotional planning approaches deliver maximum value and return on investment for the business and its stakeholders.

Sales Promotions Revisited

As highlighted in earlier chapters, sales promotions are an important marketing activity for both consumer-focused organizations and their suppliers. The investment cost is often considerable ...

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