The promotion of sales on the consumer markets: Offer of a new approach of promotional management
Nowadays, there are many factors that have provoked a greater use of promotion by some manufacturers in the consumption markets. Traditionally, firms have used promotion as the last resource for the achievement of the goals of selling. When we analyse promotional management, this kind of performance...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2002-12-01
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| Series: | Management Letters/Cuadernos de Gestión |
| Subjects: | |
| Online Access: | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2002&v=2&n=2&o=1 |
| Summary: | Nowadays, there are many factors that have provoked a greater use of promotion by some manufacturers in the consumption markets. Traditionally, firms have used promotion as the last resource for the achievement of the goals of selling. When we analyse promotional management, this kind of performance represents an orientation to sales. In our field work we justify the breaking-off with this management philosophy, starting with a newdefinition for “sales promotion”, that includes the internal consequences for the companies that perform it. After we have defined the subject of our study, we analyse the role of the Promotion Actions when creating steady relationships with the consumers, in order to finish proposing a New Instructor Model to the Promotions Management that helps to the achievement of some commercial goals, other than to the raising of short-term sales, due to the Promotion Actions developed by the manufacturers. |
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| ISSN: | 1131-6837 1988-2157 |