TY  - JOUR
AB  - 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.
VL  - 13
IS  - 2
SN  - 0736-3761
DO  - 10.1108/07363769610115401
UR  - https://doi.org/10.1108/07363769610115401
AU  - Lucas Anthony
PY  - 1996
Y1  - 1996/01/01
TI  - In‐store trade promotions ‐ profit or loss?
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 48
EP  - 50
Y2  - 2024/04/24
ER  -