search query: @author Richey, R. G. / total: 1
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| Author: | Daugherty, P. J. Kasulis, J. J. Richey, R. G. |
| Title: | The Role of Customer Service in Trade Promotion Decisions |
| Journal: | International Journal of Logistics Management
2002 : VOL. 13:1, p. 43-56 |
| Index terms: | CUSTOMERS SERVICE TRADE PROMOTION DECISION MAKING |
| Language: | eng |
| Abstract: | Trade promotions have become an important instrument in accomplishing supply chain objectives. The extensive use of trade promotions does not appear likely to fade in the immediate future. Results of a recent survey of independent grocery retailers are presented. The research examines the importance of customer service in influencing which vendor's trade promotions are accepted. Customer service was found to be highly important in promotion selection decisions. The authors state trade promotions in the form of temporary price discounts have become the standard way of doing business in many industries. Vendors must work to get their promotional offer accepted instead of the competitor promotion. |
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