c_Chapter_13 IMC Sales Promotion and Personal Selling教学教案.pptVIP

Chapter 13 0 IMC: Sales Promotion and Personal Selling 0 Sales Promotion Sales promotion is the act of influencing customer/consumer perception and behaviour to build market share and sales which reinforces brand image. Sales promotion is a term that is closely linked with direct and digital marketing, but has its origins in FMCG. Although the words may be used to mean different things in different organisations, nearly all marketing scientists and practitioners agree on what sales promotion tools do.  They cover a range of incentives that are used with products promoted via either mass m