Retailers’ Vs Customers’ views on usage of Sales Promotion as Communication tool
نویسندگان
چکیده
منابع مشابه
Sales Promotion Communication as Social Processes and Schematic Structures
The genre of sales promotion communication can be perceived as social processes; they are apt to be dynamic and evolving. The genre can be realized through socially recognized forms of texts; these forms arise from recurrent social situations and gradually become conventionalized and typified responses to similar situations. Each form is realized through a schematic structure, which refers to t...
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Firms spend a significant part of their marketing budgets on sales promotions. Retail (2012) indicates that during 1997–2011, promotion accounted for roughly 75% of marketing expenditures for US packaged goods manufacturers; the other 25% was for advertising. In 2011, 58% of the budget was spent on promotion to the trade (i.e., from manufacturers to retailers), and 15% on manufacturer promotion...
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ژورنال
عنوان ژورنال: International Journal of Management Studies
سال: 2019
ISSN: 2231-2528,2249-0302
DOI: 10.18843/ijms/v6i1(5)/03