Enhancing Trade Promotion Effectiveness

T~~ success of trade promotions depends heavily on trade support. This paper examines the factors affecting retailers' decision to support promoted products and ways that marketing managers can do to gain trade support. A framework for improving trade promotion programs is proposed.

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Bibliographic Details
Published in:Journal of promotion management 1992-03, Vol.1 (2), p.15-26
Main Author: Tat, Peter K.
Format: Article
Language:English
Online Access:Get full text
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Description
Summary:T~~ success of trade promotions depends heavily on trade support. This paper examines the factors affecting retailers' decision to support promoted products and ways that marketing managers can do to gain trade support. A framework for improving trade promotion programs is proposed.
ISSN:1049-6491
1540-7594
DOI:10.1300/J057v01n02_03