Trade promotion programs are pivotal to driving sales, building brand equity with consumers and strengthening channel partnerships. The average consumer packaged goods (CPG) company allocates 14% of its total revenue to trade promotion activities1, which underlines the importance of these programs. Despite growing trade promotion budgets, many companies simply anniversary the prior year’s trade...

Your use of the JSTOR archive indicates your acceptance of JSTOR's Terms and Conditions of Use, available at http://www.jstor.org/about/terms.html. JSTOR's Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your perso...

It would be a significant understatement to say that sales promotion is enjoying a dominant role in the promotional mixes of most consumer goods companies. The 1998 Cox Direct 20th Annual Survey of Promotional Practices suggests that many companies spend as much as 75% of their total promotional budgets on sales promotion and only 25% on advertising. This is up from 57% spent on sales promotion...

For prescription drugs, demonstrated benefits define the parameters of acceptable risks. For example, liver toxicity may be acceptable in a drug approved for cancer, but unacceptable in a drug approved for acne. Government regulatory bodies review laboratory, animal, and human data to confirm that a drug has the claimed efficacy and safety prior to approving its release in the market for specif...

the sales proceeds are the most important factors for keeping alive profitable companies. so sales and budget sales are considered as important parameters influencing all other decision variables in an organization. therefore, poor forecasting can lead to great loses in organization caused by inaccurate and non-comprehensive production and human resource planning. in this research a coherent so...

With the development of the Internet and Electronic Commerce (EC), enterprises have overcome the space and time barriers and are now capable of serving customers electronically. However, it is a great challenge to attract and retain the customers over Internet. One approach is to provide the responsive personalized service to satisfy the customer demand and promote sales at the first time. Henc...