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| Author: | Peattie, K. Peattie, S. Emafo, E. |
| Title: | Promotional competitions as a strategic marketing weapon |
| Journal: | Journal of Marketing Management
1997 : NOV, VOL. 13:8, p. 777-790 |
| Index terms: | COMPETITION STRATEGY MARKETING |
| Language: | eng |
| Abstract: | Sales promotion activity continues to grow in terms of the number, scale and variety of promotional techniques being used by companies in their marketing communication campaigns. Research among marketing academics has yet to catch up with this reality and sales promotion continues to suffer from relative neglect compared to advertising; from a tendency for all promotional tools to be tarred with a rational economic brush; and from being labelled as a set of "tactical" tools that lack the strategic brand-building possibilities offered by advertising. |
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