B2B sales promotion - one of the key factors for the capital inflow to region

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F10%3A00174168" target="_blank" >RIV/62156489:43110/10:00174168 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
B2B sales promotion - one of the key factors for the capital inflow to region
Original language description
The aim of the chapter is to provide a better understanding on how sales promotion is used in a specific business setting. In order to reach this purpose, research questions focusing on the objectives of sales promotion, as well as which sales promotiontools that were used were stated. Based on these research questions, a review of the relevant literature was conducted, resulting in a conceptual framework, which was used to guide this article's data collection. Sales promotion has been in constantly growth since the 1960's and have today become one of the key factors in the promotional mix. The methods used have become more sophisticated and an increasing number of companies are realizing the importance of a well structured promotion strategy. A qualitative, case study approach was used, using interviewing a big grocery company as the primary data collection tool. The findings indicate that, although the individual objectives of the tools can be different they can still be used overal
Czech name
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Czech description
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Publication year
2010
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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