Trade Promotions: Issues and Findings
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Donthu, N. and Poddar, A. 2010. Trade Promotions: Issues and Findings. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
While trade promotions overall command over half of the total money spent on advertising and promotion, research on trade promotions is limited. This article brings together important findings in the trade promotion literature and summarize what we know about trade promotions. Findings in eight areas of trade promotions are discussed.
- trade promotions;
- slotting fees;
- channel efficiency