In‐store trade promotions ‐ profit or loss?

Anthony Lucas (Anthony Lucas is a Senior Manager responsible for Ernst & Young’s marketing and sales consultancy services)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 1996


Argues that only by sharply improving the effectiveness of trade promotion can manufacturers hope to influence base sales volumes. Discusses managers’ concentration on promotion at the expense of product innovation and brand franchise development. Provides a list of initiatives to improve performance.



Lucas, A. (1996), "In‐store trade promotions ‐ profit or loss?", Journal of Consumer Marketing, Vol. 13 No. 2, pp. 48-50.

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Copyright © 1996, MCB UP Limited

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