Enhancing food promotion in the supermarket industry: a framework for sales promotion success

Lisa S. Simpson

Sales promotion research has tended to be narrow in focus, emphasizing one particular tool (generally price discounting) and comparing the usefulness of the technique with advertising, for example.

Enhancing Food Promotion in the Supermarket Industry - a Framework for Sales Promotion Success

Lisa S. SimpsonUniversity of Otago

SALES PROMOTION IN THE FOOD RETAIL INDUSTRY

In the food industry, an increasingly large proportion of retailer and manufacturer...

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