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Keywords: Sales Promotion
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Journal Articles
EVALUATING CROSS‐NATIONAL SALES PROMOTION STRATEGY: AN AUDIT APPROACH
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (1988) 5 (4): 7–15.
Published: 01 April 1988
...Ellen R. Foxman; Patriya S. Tansuhaj; John K. Wong Sales promotion is an important element of marketing communication strategy which accounts for more promotional expenditures than advertising in some countries. However, sales promotion has been generally ignored by researchers. This article...
