haku: @author Neslin, S. A. / yhteensä: 11
viite: 5 / 11
| Tekijä: | Quelch, J. A. Neslin, S. A. Olson, L. B. |
| Otsikko: | Opportunities and risk of durable goods promotion. (!MARKETING EVALUATION) |
| Lehti: | Sloan Management Review
1987 : WINTER, VOL. 28:2, p. 27-38 |
| Asiasana: | MARKETING PROFITABILITY CONSUMER DURABLES RISK |
| Kieli: | eng |
| Tiivistelmä: | The reasons why promotion expenditure have increased and the concerns this increase is generating are examined. It is reviewed how durables manufacturers use promotions and the range of promotion options available to them. Then advice on how to design a specific promotion and on other ways to increase the productivity of promotion expenditures. Throughout, contrasts are drawn between sales promotion for durables and for packaged goods. Many characteristics of the durable goods that dictate specific opportunities and challenges are identified. |
SCIMA