Promotion Dynamics

by Scott A. Neslin

Firms spend a significant part of their marketing budgets on sales promotions. Since the impact of promotions on sales is usually immediate and strong, promotions are attractive to results-oriented managers seeking to increase sales in the short term. There are few, if any, other marketing instruments that are equally effective. Promotions also affect sales after the immediate sales bump. In other words, they have dynamic effects on consumer purchase...

• Format: Paperback
• Language: English
• ISBN: 1601982801
• ISBN13: 9781601982803
• Release Date: October 2009
• Publisher: Now Publishers
• Length: 108 Pages
• Weight: 0.36 lbs.
• Dimensions: 0.2" x 6.1" x 9.2"