Promotion Investments that Keep Paying Off
Ajay Bhasin
(Marketing consultant and an assistant professor of marketing at the University of Texas at Arlington)
Roger Dickinson
(Professor of Marketing at the University of Texas at Arlington)
Christine G. Hauri
(Vice President/Executive Creative Director of William A. Robinson, Inc.)
William A. Robinson
(Chairman, William A. Robinson, Inc.)
604
Abstract
Considers the nature and extent of sales promotion activity. Examines promotions as a method of protecting a brand in the future, various promotion techniques, and how to prepare for the growth of a promotion. Surmises that the trends that have made promotion so prevalent will continue, so brands that utilize franchise and image‐building promotions will reap rewards in the future.
Keywords
Citation
Bhasin, A., Dickinson, R., Hauri, C.G. and Robinson, W.A. (1989), "Promotion Investments that Keep Paying Off", Journal of Consumer Marketing, Vol. 6 No. 1, pp. 31-36. https://doi.org/10.1108/EUM0000000002537
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited