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| Tekijä: | Hardy, K. G. |
| Otsikko: | Key success factors for manufacturers' sales promotions in package goods. |
| Lehti: | Journal of Marketing
1986 : JUL, VOL. 50:3, p. 13-23 |
| Asiasana: | SALES PROMOTION PACKAGING INDUSTRY MARKETING MANAGEMENT EFFECTIVENESS DATA ANALYSIS |
| Kieli: | eng |
| Tiivistelmä: | The differences are examined between sales promotions that achieved their objectives and those that did not. For both consumer and trade promotions,the key success factors differ according to the objectives set and achieved. For a given objective,such as moving short term volume,the key success factors for consumer promotions are different from the key factors for trade promotions. For managers,most of the key success factors are within their control. Future management of sales promotions will demand much better feedback systems and much higher level of planning are provided for promotion managers. |
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