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The growth in power of retailers has also boosted the use of sales promotion.Historically, the manufacturer had the power in the channel of distribution.

They want sales tomorrow, not next quarter or next year.

This last factor distinguishes sales promotion from other promotional mix tactics.

For example, unplanned purchases may be directly related to one or more sales promotion offers.

Top managers and product managers have played direct roles in encouraging the recent growth of sales promotion.

The product manager's goals and desires have provided the initial impetus.

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