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: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universidad del País Vasco (UPV/EHU)
2002-12-01
|
| 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 |
| _version_ | 1818112430753972224 |
|---|---|
| author | FRANCISCO JAVIER VILLABA MERLO IÑAKI PERIÁÑEZ CAÑADILLAS |
| author_facet | FRANCISCO JAVIER VILLABA MERLO IÑAKI PERIÁÑEZ CAÑADILLAS |
| author_sort | FRANCISCO JAVIER VILLABA MERLO |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-11T03:18:49Z |
| format | Article |
| id | doaj.art-e7bd3958cae5418b85af0db68c1dbb71 |
| institution | Directory Open Access Journal |
| issn | 1131-6837 1988-2157 |
| language | English |
| last_indexed | 2024-12-11T03:18:49Z |
| publishDate | 2002-12-01 |
| publisher | Universidad del País Vasco (UPV/EHU) |
| record_format | Article |
| series | Management Letters/Cuadernos de Gestión |
| spelling | doaj.art-e7bd3958cae5418b85af0db68c1dbb712022-12-22T01:22:41ZengUniversidad del País Vasco (UPV/EHU)Management Letters/Cuadernos de Gestión1131-68371988-21572002-12-01221124The promotion of sales on the consumer markets: Offer of a new approach of promotional managementFRANCISCO JAVIER VILLABA MERLOIÑAKI PERIÁÑEZ CAÑADILLASNowadays, 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.http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2002&v=2&n=2&o=1Sales PromotionPromotional MarketingConsumption Markets |
| spellingShingle | FRANCISCO JAVIER VILLABA MERLO IÑAKI PERIÁÑEZ CAÑADILLAS The promotion of sales on the consumer markets: Offer of a new approach of promotional management Management Letters/Cuadernos de Gestión Sales Promotion Promotional Marketing Consumption Markets |
| title | The promotion of sales on the consumer markets: Offer of a new approach of promotional management |
| title_full | The promotion of sales on the consumer markets: Offer of a new approach of promotional management |
| title_fullStr | The promotion of sales on the consumer markets: Offer of a new approach of promotional management |
| title_full_unstemmed | The promotion of sales on the consumer markets: Offer of a new approach of promotional management |
| title_short | The promotion of sales on the consumer markets: Offer of a new approach of promotional management |
| title_sort | promotion of sales on the consumer markets offer of a new approach of promotional management |
| topic | Sales Promotion Promotional Marketing Consumption Markets |
| url | http://www.ehu.es/cuadernosdegestion/revista/index.php/en/published-issues?y=2002&v=2&n=2&o=1 |
| work_keys_str_mv | AT franciscojaviervillabamerlo thepromotionofsalesontheconsumermarketsofferofanewapproachofpromotionalmanagement AT inakiperianezcanadillas thepromotionofsalesontheconsumermarketsofferofanewapproachofpromotionalmanagement AT franciscojaviervillabamerlo promotionofsalesontheconsumermarketsofferofanewapproachofpromotionalmanagement AT inakiperianezcanadillas promotionofsalesontheconsumermarketsofferofanewapproachofpromotionalmanagement |