From Sales to Relationship-Building Promotion

Stewart Pearson

Chapter 6 in Building Brands Directly, 1996, pp 125-145 from Palgrave Macmillan

Abstract: Abstract Sales promotion is defined by Petersen, in Sales Promotion in Action, as an activity consisting of ‘a featured offer, of tangible advantages not inherent in a product or service, for the achievement of marketing objectives’.1

Keywords: Customer Relationship; Direct Mail; Customer Data; Sales Promotion; Price Promotion (search for similar items in EconPapers)
Date: 1996
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DOI: 10.1007/978-1-349-13771-8_6

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