Quote
W. Müller and M. Lombardo, "Sales promotion policy in innovation marketing," 2008.
Content
There are many approaches to structuring sales promotion in the literature. The first objective of this paper is therefore to categorize consumer and trade-oriented sales promotion measures on the basis of marketing policy instruments into product, condition, communication orientation and services. The second objective is to explain the function and mode of action of the individual measures, to point out any further objectives - which are to be achieved in addition to sales promotion -, to point out existing risks and to present practical examples as a supplement. The third objective is to examine the sales promotion measures described in terms of their suitability for innovative products and to highlight the relevant methods in each case. The focus of the work is always on products in the consumer goods sector. However, for the sake of completeness and a more comprehensible explanation, practical examples from the consumer goods industry are also given in the context of this work.
Keywords
Innovation marketing
Innovation marketing
Sales promotion