PROMOTION AS A STRATEGIC TOOL OF THE CATEGORY MANAGEMENT
https://doi.org/10.17747/2311-7184-2015-12-3
Abstract
The article deals with the concept of one of the marketing tools - promo , which allows y to generate sales and build long-term relationships with the client , also the author offers some recommendations for the evaluation and increase the promo - efficiency in retail.
About the Author
A. D. Mikhaylova
Financial University under the Government of the Russian Federation
Russian Federation
Student
Russian Federation
Student
References
1. Исследовательское агентство потребительского поведения Nielsen. Режим доступа www.nielsen.com
2. Комитет по управлению спросом ECR Russia Efficient Consumer Response http://ecr-all.org/ECR_bluebook_Efficient_Promotions.pdf
3. Илюха С.А. Оценка эффективности промоакций на этапе разработки маркетинговой стратегии // Управление магазина, 2014,№3.
4. Ивина Е. Планирование и оценка эффективности трейд-промо акций // Маркетинг PRO, 2010, №6.
Review
For citations:
Mikhaylova A.D. PROMOTION AS A STRATEGIC TOOL OF THE CATEGORY MANAGEMENT. Business Strategies. 2015;(12):3. (In Russ.) https://doi.org/10.17747/2311-7184-2015-12-3
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