A Communication Framework to Evaluate Sales Promotion Strategies.

Trivedi Minakshi and Elizabeth Gardener

Understanding and evaluating the impact of promotional strategies remains one of the fundamental, interesting, and challenging jobs that a manager faces.

A Communications Framework to Evaluate Sales Promotion Strategies

Elizabeth GardenerState University of New York at Buffalo

Minakshi TrivediState University of New York at Buffalo

In a fiercely competitive marketplace, brand managers strive to understand...

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