Results 251 to 260 of about 317,214 (306)
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Managing Advertising and Promotion for Long-Run Profitability
Marketing Science, 1999In recent years, manufacturers have become increasingly disposed toward the use of sales promotions, often at the cost of advertising. Yet the long-term implications of these changes for brand profitability remain unclear. In this paper, we seek to offer insights into this important issue. We consider the questions of i) whether it is more desirable to
Kamel Jedidi, Carl F. Mela, Sunil Gupta
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Marketing Intelligence & Planning, 2003
The present study considers how clothing and shoe retailers in New Zealand, Portugal and Hungary manage promotion campaigns and looks at the objectives that are most important to these retailers as well as the marketing activities that are undertaken to reach these objectives.
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The present study considers how clothing and shoe retailers in New Zealand, Portugal and Hungary manage promotion campaigns and looks at the objectives that are most important to these retailers as well as the marketing activities that are undertaken to reach these objectives.
openaire +2 more sources
Advertising and Promotion Management: Strategic Framework for Modern Business Success
This research paper examines the evolving landscape of advertising and promotion management in contemporary business environments. The study explores fundamental concepts, strategic frameworks, digital transformation impacts, and emerging trends that shape modern promotional activities.Havalappagol, Vishwanath R +1 more
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2014
Current marketing practice is simultaneously exemplified by the seemingly paradoxical extreme goals of mass branding and one-to-one relationship marketing. The marketing communications mix, also called the promotion mix, consists of four major tools: advertising, personal selling, sales promotion, and public relations.
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Current marketing practice is simultaneously exemplified by the seemingly paradoxical extreme goals of mass branding and one-to-one relationship marketing. The marketing communications mix, also called the promotion mix, consists of four major tools: advertising, personal selling, sales promotion, and public relations.
openaire +1 more source
Advertising, Marketing, Promotions, Public Relations, and Sales Managers
2020openaire +1 more source
Platform advertising and targeted promotion: Paid or free?
Electronic Commerce Research and Applications, 2022Lei Yang
exaly