Die Analyse der Wirkung von Verkaufsförderungsmaßnahmen auf den Absatz oder Erlös von Konsumgütern gehört zu den mit am meisten erforschten Problemkomplexen in der quantitativen Marketingforschung. Allerdings untersuchen die Mehrzahl der Arbeiten lediglich die kurzfristigen Wirkungen von...

Im Lebensmitteleinzelhandel besitzt die Verkaufsförderung bereits alltäglichen Charakter. Jede Woche werden in Deutschland für eine breite Palette an Produkten verschiedene Verkaufsförderungsmaßnahmen, z. B. Sonderangebote oder Rabatte, eingesetzt. Allerdings fehlen präzise Angaben über...

This article surveys the theoretical and empirical literature on the economics of advertising during the last decade The survey notes several promising advances in theoretical modeling of the role of advertising in consumer choice and social welfare Numerous empirical investigations of food and...

Externalities exist when companies perform sales activities (e.g., advertising and sales promotions). However, welfare analysis of policy effectiveness, such as taxation/regulation on sales activities, has not been sufficiently conducted. Existing studies have mainly focused on specifying the...

The article describes marketing techniques, analyzing in detail the promotion of sales and in particular group sales, price discounts and merchandising, which have not received detailed analyses in terms of applicability and effects in the field of tourism. Due to the immateriality of tourist...

Sales promotion (SP) is an inevitable tool in the marketing communications mix, especially in the FMCG markets, due to pressures such as retailers’ growing demands and increasing competition. This has proven to be an issue for many companies, especially those with a premium brand positioning...

Unstable political situation in Ukraine negatively affects all the sectors of the economy, including the retail sector. Adverse market conditions require, on the one hand, reduction of retailer's costs, and on the other hand, active marketing efforts to retain the competitive position. For this...

[ES] Actualmente son numerosos los factores que provocan una mayor utilización de la promoción por parte de las empresas fabricantes en los mercados de consumo. Tradicionalmente, las empresas han utilizado la promoción como último recurso para el cumplimiento de los objetivos de ventas. Esta...

Определены основные проблемы и перспективы использования международного опыта построения систем мерчандайзинга как элемента комплекса маркетинга в...