... and personal worth. © MCB UP Limited 1997 Marketing National cultures Product management Sales promotion Strategy Marketing theorists and practitioners are interested in understanding how products which are marketed using homogeneous strategies are, nonetheless, consumed in unique ways...

...Mark Davies Sales promotions are often conceived as having tactical, rather than strategic, potential. This is accounted for by the sheer diversity of promotions, together with the hectic nature of marketing management. Proposes that promotions can provide strategic direction in guiding,targeting...

... different types of referral channel exist and must be managed by different forms of co‐operative strategy. Points out the significance of referral channels to a firm′s environmental analysis and business‐unit strategic planning. © MCB UP Limited 1992 Co‐operation Information management Sales...