The transformations of the conception of sales promotion
Journal Title: Profesinės Studijos: Teorija ir Praktika - Year 2009, Vol 5, Issue 5
Abstract
The role and significance of sales promotion has grown enormously for the organizations in recent decade (Belch, Belc h, 2003). The main users of the programmes and separate tools of sales promotion, remain the organizations which provide the consumer packaged goods. However, in other industries, e.g. health services, computer software, general electronics sectors , the significance of sales promotion is emerging. The topic of sales promotion is being widely analyzed in marketing literature, counting from the end of seventies of the last century. Various researches have shown the effective ness of sales promotion in customer decision making process, e.g., while choosing the brand, shopping time and quantity; it also affected brand loyalty and brands witching processes. Scientific literature provides various conceptions of sales promotion; however, there is a lack of uniformed, holistic, and commonly accepted conception. The object of the ar ticle is the transformations of the conception of sales promotion. The aim of the article is to analyse the conceptions of sales promotion provided in scientific literature. The tasks set to reach the aim of the article: 1. To retrieve the concepts of sales promotion provided in the scientific literature; 2. To provide the interpretation of the concepts. The analysis and synthesis of the conceptions of sales promotion is provided in the article; at the end, the presumptive conclusions are provided.
Authors and Affiliations
Lina Pilelienė
Keywords
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