CHAPTER 7

Case Study Research Method

Introduction

It is important to balance both academic and practitioner perspectives when discussing sales promotions management. As well as distilling the findings of a broad field of academic insight, the research conducted for this book involved gaining a tangible insight into how managers in diverse retail and consumer facing organizations made their decisions. This was achieved by interviewing professionals in a variety of organizations, including food retailing, department stores, fashion chains, and automotive accessory retailing. We also sought the opinions of marketing agencies and suppliers involved in sales promotion negotiations. The results of these interviews formed the basis for the case studies ...

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