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Keywords: Promotional performance
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Journal Articles
Journal:
American Journal of Business
Mid-American Journal of Business (1997) 12 (2): 21–28.
Published: 28 October 1997
...Judy Foster Davis This exploratory study examines how promotional effectiveness is determined in small firms and examines decision‐makers attitudes toward promotional performance and measurement. Although it is commonly believed that small business managers rely upon intuitive methods, this study...
