Marketing Support of the Sales

Michal Stojanov

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2016, issue 1, 5-12

Abstract: The purpose of this paper is to make a review on the theoretical concepts of "above the line", "below the line" and "through the line" as marketing concepts for support of the retail sales. The focus of this study gives the characteristics and differences among ATL, BTL and TTL promotional activities. The study concludes that opportunities for developments are presented in the context of retailer own brands and in the highly fragmented and competitive internet environment where automated accumulation of consumer data can create base for highly relevant and personalized stimulation.

Keywords: above the line – ATL; below the line – BTL; through the line – TTL; promotional strategy; retail sales (search for similar items in EconPapers)
JEL-codes: A00 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.su-varna.org/izdanij/2016/ikonom-1-016/p%205-12.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vra:journl:y:2016:i:1:p:5-12

Access Statistics for this article

More articles in Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series from Union of Scientists - Varna, Economic Sciences Section Contact information at EDIRC.
Bibliographic data for series maintained by Pavel Petrov ().