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Promotions

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The Palgrave Encyclopedia of Strategic Management

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Abstract

Traditionally, promotional strategies include various forms of communications with the target consumers such as mass media advertising, targeted communications (advertising), monetary and non-monetary incentives provided to the channel intermediaries (trade promotion) and monetary and non-monetary incentives provided directly to consumers (consumer promotion) of the product. In most consumer product and service markets the promotional expenditure of brand is a significant budget item and, consequently, managing this is of critical importance for manufacturers of products and services. Since advertising is dealt with elsewhere in this encyclopedia, this entry is confined to research on trade and consumer promotions, and, in particular, to monetary incentives.

This entry was originally published on Palgrave Connect under ISBN 978-1-137-49190-9. The content has not been changed.

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Author information

Authors and Affiliations

  1. Olin Business School, Campus Box 1133, St Louis, MO, 63130-4899, USA

    Chakravarthi Narasimhan

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  1. Chakravarthi Narasimhan
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Correspondence to Chakravarthi Narasimhan .

Editor information

Editors and Affiliations

  1. Stanford University , Stanford, California, USA

    Mie Augier

  2. Tusher Ctr Intellectual Capital, University of California Tusher Ctr Intellectual Capital, Berkeley, California, USA

    David J. Teece

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Narasimhan, C. (2016). Promotions. In: Augier, M., Teece, D. (eds) The Palgrave Encyclopedia of Strategic Management. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-349-94848-2_721-1

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  • DOI: https://doi.org/10.1057/978-1-349-94848-2_721-1

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  • Publisher Name: Palgrave Macmillan, London

  • Online ISBN: 978-1-349-94848-2

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