Sales Promotion Decision Making: Processes and Influences
In previous decades, marketing managers often failed to recognise the importance of co-ordinating and integrating the promotion mix as the various elements were planned and managed separately, often by different people with different objectives, budgets, and views of the market. (Stewart and Gallen 1998, 557)
Every sales promotion campaign will be the result of an applied management process, whether formally defined or informally negotiated. These processes are often unique to an organization’s market position and culture, and they will be shaped by a number of factors. In this chapter, we define the core stages in the decision-making process and discuss the major ...