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| Tekijä: | Kasulis, J. |
| Otsikko: | Managing trade promotions in the context of market power |
| Lehti: | Journal of the Academy of Marketing Science
1999 : SUMMER, VOL. 27:3, p. 320-332 |
| Asiasana: | MARKETING POWER TRADE |
| Kieli: | eng |
| Tiivistelmä: | The use of trade promotions as a channel-programming tool has increased substantially in the past decade. In focusing on the tactical implications of trade promotions, some firms appear to have underestimated the tendency of poorly planned trade promotions to interfere with the implementation of a marketing strategy. In this article, the authors examine the complex issue of trade promotion use from both long-term and short-term perspectives. |
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