Managing an effective promotion campaign: lessons from retail advertisers in New Zealand, Portugal and Hungary

Fam, Kim-Shyan

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Managing an effective promotion campaign: lessons from retail advertisers in New Zealand, Portugal and Hungary

Fam, Kim-Shyan

Cite this item: Fam, K.-S. (2003). Managing an effective promotion campaign: lessons from retail advertisers in New Zealand, Portugal and Hungary. Marketing Intelligence & Planning, 21(5), 282–291. doi:10.1108/02634500310490238

Permanent link to OUR Archive version: http://hdl.handle.net/10523/1256

Date: 2003-09

ISSN: 0263-4503

Research Type: Journal Article

Abstract:

The present study considers how clothing and shoe retailers in New Zealand, Portugal and Hungary manage promotion campaigns and looks at the objectives that are most important to these retailers as well as the marketing activities that are undertaken to reach these objectives. Change-of-season sales are found to be the most frequently used sales type by the retailers studied and these sales are linked with objectives of moving a volume of stock and activities such as co-ordination of media across all forms. Secondary sales types include Christmas and general sales, and these are linked with other promotional objectives and activities such as increasing profit and dollar sales, and stock management.

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