Sales promotion practices of consumer goods companies in an advanced developing country
Erdener Kaynak, Orsay Kucukemiroglu and Sevgi Ayse Ozturk
In recent years, manufacturers of consumer and industrial goods as well as service firms have been increasingly thinking in global terms and paying more attention to sales promotion in their overall promotional programmes and strategies. The purpose of this paper is to investigate the consumer sales promotion practices of consumer goods producing companies in the advanced developing country of Turkey. It was discovered that sales promotion activities are gaining importance in overall promotional practices of...