TY  - JOUR
AB  - The present study considers how clothing and shoe retailers in New Zealand, Portugal and Hungary manage promotion campaigns and looks at the objectives that are most important to these retailers as well as the marketing activities that are undertaken to reach these objectives. Change‐of‐season sales are found to be the most frequently used sales type by the retailers studied and these sales are linked with objectives of moving a volume of stock and activities such asco‐ordination of media across all forms. Secondary sales types include Christmas and general sales, and these are linked with other promotional objectives and activities such as increasing profit and dollar sales, and stock management.
VL  - 21
IS  - 5
SN  - 0263-4503
DO  - 10.1108/02634500310490238
UR  - https://doi.org/10.1108/02634500310490238
AU  - Shyan Fam Kim
PY  - 2003
Y1  - 2003/01/01
TI  - Managing an effective promotion campaign:lessons from retail advertisers in New Zealand, Portugal and Hungary
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 282
EP  - 291
Y2  - 2024/04/25
ER  -