Rethinking Short-Term Persuasion: A Proposed Approach for Marketers - A Holistic Examination of Brand Incentives’ Effectiveness to Drive Short-Term Sales

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Rethinking Short-Term Persuasion: A Proposed Approach for Marketers A Holistic Examination of Brand Incentives' Effectiveness to Drive Short-Term Sales

Carol Foley, David Kuhn and Elizabeth Harris

Leo Burnett Company, Inc.

MANAGEMENT SLANT

  • Among the vast...