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The kind of promotional mix employed determines the promotional strategy. Generally speaking a particular combination, type or amount o...

Sales promotional strategies should be evaluated twice. First at the stages of implementation and secondly after the final performance ...

One of the most difficult marketing decisions facing companies is how much to spend on promotion. It is not surprising that industries ...

Dealer Promotion Tools More sales promotion rupees are directed to the trade than to consumers. Manufacturers seek the following obje...

In using sales promotion, a company must fulfill the objectives of the organization. Sales promotion objectives are derived from broade...

Objectives of Sales Promotion i) To introduce new products To induce buyers to purchase a new product, free samples may be distri...

Introduction Sales promotion is one of the most loosely used terms in the marketing vocabulary. We define sales promotion as demand...

I Situation Analysis Product and company research Consumer and stakeholder research Market analysis Competitive ...

Integrated marketing communication (IMC) is the practice of unifying all marketing communication tools and corporate and brand messages ...

International advertising, despite its glamorous image, is tough work because it poses formidable challenges. We have already discussed...

Globalization (standardization) . This school of thought contends that differences between countries are more a matter of degree than di...