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The purpose of this paper is to examine two key dimensions of in‐store marketing, namely in‐store promotions and price markdowns. These seem to be the two most important aspects of in‐store marketing, though other dimensions such as retail personal service are also worthy of study.

A sample of 287 New Zealand clothing and shoe retailers was studied. Survey questions included the perceived importance of in‐store promotions and price markdowns. The aim was to explain these perceptions in terms of marketing strategies, threat of competition and environmental uncertainty.

The results indicate that a discount marketing strategy, environmental uncertainty and emphasis on price‐promotions are key to explaining retailers' perceptions and use of specific in‐store marketing activities. In addition, seven key marketing activities were found to distinguish high‐ and low‐performance retailers with respect to in‐store promotions.

The study has highlighted strategic aspects of in‐store marketing, by focusing on two key components of in‐store marketing, namely in‐store promotion and price markdowns. The findings should provide much needed advice to retailers on the use of sales promotion tools in different environmental settings.

This paper should prove valuable to academic researchers and retailing managers (particularly to those in smaller countries), owner‐operated retail outlets, and chain stores.

The purpose of this paper is to report research into the marketing and promotion of e‐books, and use this as a case study context to generate insights into approaches in academic libraries to the marketing of new services. As such it contributes to the limited empirical research on both the introduction of e‐book services and on marketing in academic libraries.

Semi‐structured interviews were conducted with 25 academic librarians, in seven case study libraries, holding the following posts: subject librarians, e‐resources librarians, or cataloguers. Interviews focussed on: the existence of a promotion/marketing strategy for e‐books; the marketing and promotion tools used to promote e‐books; promotion via academics; the issues and challenges in promoting e‐books; and future plans for the promotion of e‐books.

None of the libraries had a marketing communication strategy relating to e‐books, yet, on the other hand, most interviewees were able to point to a range of tools used to promote e‐books, and some had plans for improvements in their promotion activities.

This study demonstrates a laissez faire approach to the marketing of potentially significant new services from academic libraries – providing access to e‐books. Recommendations for development focus on taking a strategic approach to marketing and promotion, managing tensions between promotion and supply, innovation in promotional tools, and influencing word‐of‐mouth.

States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in local authorities, who are responsible for the marketing of recreation and leisure services should understand the role that astute use of sales promotion can play in their marketing campaigns. Examines the meaning of sales promotion and gives a list of commonly used promotions given by local government. Reveals that careful planning, execution and evaluation of sales promotion can make it a useful tool for the recreation and leisure service manager.

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

This paper aims to provide an assessment of tourism promotion in tourist destinations and airports (TPTDs) and to organize and classify the literature on tourism promotion, with the aim of staging the importance of this topic and encouraging future research in the projection of tourism and marketing sectors.

The paper uses the Social Sciences Citation Index (SSCI) database to analyze the bibliometric in TPTDs topic from 2000 to 2021. Additionally, the paper also uses the visualization of similarities (VOS) viewer software to map graphically the bibliographic material. The graphical analysis uses bibliographic coupling, co-citation, citation and co-occurrence of keywords.

This study provides an amended new definition of tourism promotion, which is the efficient management of a destination’s resources and strategic plans by destination marketing organizations (DMOs) to adapt the tourism supply to market trends and will empower tourists to visit such destinations. Furthermore, results also show a new paradigm applied to TPTDs topic and classified in five first-order research streams. Digital and mobile marketing, infrastructure, branding, quality, accessibility and information factors about a specific destination which are mostly demanded by tourists are considered as an important means of promotion for the tourism industry.

The contribution of this study is important to identify new challenges and opportunities for researchers, DMOs, airport and airlines operators and stakeholders, as disentangling existing contradictions and applying new theoretical framework to make better future decisions by researchers and organizations to provide higher quality to new research in the context of the TPTDs.

Research concerning marketing standardisation is still developing. A new research theme has recently emerged, wherein it is suggested that the structure of marketing decision making is likely to be a factor of marketing standardisation strategy. This study aims to add insights to this new research field. Based on the outcome of previous studies, it aims to propose and test a research framework concerning the relationships among environmental factors, the structure of decision making and marketing standardisation/performance. This study seeks to focus on the two most important programme elements: promotion and product.

The study used the experience of 78 firms operating in the European Union (EU) region to achieve its research objectives. The data used were collected through a postal survey. This analysis used both partial least square (PLS) and hierarchical regression analysis methods to examine its research framework.

The study has generated a framework for future research. It is suggested that, with the absence of direct influence, the structure of decision making is still likely to have an indirect effect on marketing standardisation strategy. Although a path relationship is unlikely to exist between environmental factors, the structure of decision making and performance, the joint effect between environmental factors and the decision‐making structure on performance is confirmed. The outcomes of the study suggest that, through careful selection, firms adopting a high and low degree centralisation structure can benefit from operating in a similar high/low environment, as well as in a country with high/low market size and potential.

The study's findings have enhanced those uncovered by other researchers. A number of implications can be drawn for these findings.

Reviews product life cycle theory and examines empirical evidence. Reports on empirical research carried out to determine the applicability of the theory to popular record products. Proposes a framework of the relationship between the producer life cycle and the marketing mix.

The purpose of this paper is to explore the responsibilities and challenges faced by academic librarians whose major responsibilities include the overall promotion of the library.

A questionnaire was sent to seven library listservs asking respondents to describe their work duties, promotional activities, academic background, and professional challenges and concerns.

This study garnered 215 responses. Respondents who completed the questionnaire identified as academic librarians whose major responsibilities include the overall promotion of the library. Librarians who promote face a plethora of challenges, including time restraints, lack of funding and limited support for their promotional efforts. These barriers place a strain on promotional work in academic libraries.

The paper illustrates the roles and responsibilities of librarians who promote and the challenges and obstacles they deal with on an institutional and departmental level.

This study provides a unique snapshot of marketing initiatives across various academic libraries, in the midst of a global economic recession.

Over the last thirty years, wine has taken an increasingly large share of the UK alcoholic drinks market with sales volume growing at a rate of 4.2% per annum. However, although the market has expanded there is now increasing competitiveness within this market from the new wine producing areas. More recently, competition is emerging from new drinks such as speciality beers and alcoholic soft drinks. The implications for the wine marketer is that there is a need to make full use of all the ‘tools’ within the marketing management toolkit. One of the most popular responses for marketers under competitive pressure in a range of industries is sales promotion. But despite being popular, sales promotion is poorly understood compared to advertising. This is partly because it has never enjoyed the academic scrutiny afforded to the more glamorous field of advertising. However, promotional techniques are now being studied individually and their appropriateness for different markets and marketing tasks is being discussed. Price‐based promotions have been the most popular in the drinks market, as in many other markets, but there is growing awareness that non‐price based promotions can add value for the consumer while meeting a range of marketing communications objectives. This article looks at the use of consumer competitions, one of the most popular non‐price promotional tools, with a survey of 319 competitions run by the drinks industry.

Brand managers in packaged goods firms are under pressure to increase or maintain high sales promotion spending at the expense of media advertising. This study investigates the antecedents and outcomes of brand managers’ advertising and sales promotion budget allocations by adopting a bounded rationality perspective. Based on survey data collected from 165 brand managers in the USA, higher advertising (vs sales promotion) allocations are associated with: single, relatively high priced brands in the early phases of the product life cycle; and more experienced brand managers who are subject to less retail influence. Also, brands with higher budget allocations to advertising, relative to sales promotion, tend to have more favorable consumer attitudes, stronger brand equity, and higher market share increases and profits. Managerial implications and areas for future study are discussed.