search query: @author Kashani, K. / total: 12
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| Author: | Kashani, K. Quelch, J. |
| Title: | Can sales promotion go global ? |
| Journal: | Business Horizons
1990 : MAY-JUN, VOL. 33:3, p. 37-43 |
| Index terms: | SALES PROMOTION MULTINATIONAL COMPANIES BRANDS |
| Language: | eng |
| Abstract: | The forces challenging the traditional thinking about sales promotion among multinational corporations is explored. Those factors are examined that make standardization of promotional activities a difficult and risky undertaking. To help clarify the respective roles of headquaters and country management, a framework for analysis that takes into account a brand's geographic scope and communication objectives on the one hand, and the different elements of sales promotion decision making on the other, is proposed. Finally, recommendations are made for strengthening management policy toward sales promotion. |
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