The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
Chapter 14: Sales Promotion
Sales promotion is a ubiquitous, and in some cases dominant, component of the firm's marketing mix. It can be defined as an ‘action-oriented marketing event whose purpose is to have a direct impact on the behavior of the firm's customers' (Blattberg & Neslin, 1990: 3). Sales promotions include price discounts, feature advertising, special displays, trade deals, reward programs, coupons, rebates, contests, and sweepstakes. As implied by their definition, promotions have a noticeable impact on the behavior of customers. However, they tap into and induce important psychological processes in the consumer, as well as significant competitive response. As a result, all three foundations of the marketing field: behavioral science, economics, and management science (particularly econometrics), have contributed significantly to our knowledge base on ...