Behavioural response to sales promotion tools: a Hong Kong study

Supermarkets are heavy users of sales promotion devices and need to be able to assess the effectiveness of these tools.

Behavioural Response to Sales Promotion Tools

A Hong Kong study

Yi-Zheng Shi, Ka-Man Cheung & Gerard PrendergastHong Kong Baptist University

INTRODUCTION

The accountability of marketing communications expenditure has long been under attack. Billions of dollars...