Trade promotions*

Chakravarthi Narasimhan

Trade promotions*

Chakravarthi Narasimhan

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

Trade promotions are price incentives given by manufacturers of products and services to their intermediaries such as a dealer, distributor and retailer as part of their overall marketing strategy. In this chapter past research on trade promotion is examined and issues relating to the rationale behind these, the potential impact on the channel partners and managerial aspects of implementation are discussed. Key research issues for researchers working in this area are highlighted.

Original language	English
Title of host publication	Handbook of Pricing Research in Marketing
Publisher	Edward Elgar Publishing Ltd.
Pages	283-301
Number of pages	19
ISBN (Electronic)	9781848447448
ISBN (Print)	9781847202406
State	Published - Mar 31 2009

Cite this

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Trade promotions*

Abstract

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