Librería Samer Atenea
Kálamo Books
Librería Elías (Asturias)
Librería Kolima (Madrid)
Librería Proteo (Málaga)
The main aim of this book is to analyse 'the impact of sales promotion on consumer behaviour'. Sales promotion is a key activity for marketing managers; we therefore considered it important, as a first step, to define it properly and to examine its theoretical foundations, history, roles and objectives, whilst also explicitly detailing the various promotional techniques used. Then, in a second stage, an empirical section based on a survey carried out on a sample of 'Tunisian consumers'. The analysis of our survey results leads to important conclusions that help to understand 'the impact of sales promotion on accelerating consumer purchasing'. This work is intended for professionals, students and researchers in the fields of marketing and sales.
