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| Author: | Parker, R.S. Pettijohn, L.S. Pettijohn, C.E. |
| Title: | Using trade incentives to promote customer relationships in a retail setting |
| Journal: | Journal of Market-Focused Management
2002 : JUN, VOL. 5:2, p. 135-147 |
| Index terms: | CONSUMER SATISFACTION CUSTOMER RELATIONS INCENTIVES SALES PROMOTION SALESPEOPLE |
| Language: | eng |
| Abstract: | Suppliers and retailers use a variety of techniques designed to motivate salespeople to engage in specific selling behaviors that will provide results that will assist in achieving either the supplier's or retailer's goals. One method that is commonly applied is the sales incentive. This research examines popular forms of incentives to assess the relationships that exist between the incentives offered and salesperson behaviors. |
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