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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

C - Kapitola v odborné knize

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

Z - Vyzkumny zamer (s odkazem do CEZ)

Rok uplatnění

2010

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Udržitelný rozvoj v evropských regionech

ISBN

978-80-86708-90-4

Počet stran výsledku

10

Strana od-do

180-189

Počet stran knihy

400

Název nakladatele

VŠERS

Místo vydání

České Budějovice

Kód UT WoS kapitoly

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