Sales Promotion Campaign Planning Models

Author: Atanas Luizov (Burgas Free University)

Keywords: sales promotion, marketing-mix, planning, normative models.

The field of sales promotions has grown in importance as increasingly large budgets are allocated to its use. The large volume of promotional techniques, coupled with a complex array of situation variables, might mike normative models an attractive planning tool. The aim of the article is to present five normative models for planning sales promotion campaigns.

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