Dugoročni Učinci Unaprjeđenja Prodaje Na Imidž Marke Long-term Impact of Sales Promotion on Brand Image
نویسنده
چکیده
Sales promotion (SP) is an inevitable tool in the marketing communications mix, especially in the FMCG markets, due to pressures such as retailers’ growing demands and increasing competition. This has proven to be an issue for many companies, especially those with a premium brand positioning and those concerned about the impact that SP might have on the long-term image of the company. Despite the fact that literature is replete with research on SP, it seems to be vastly generalized and mostly focused on price reductions. Thus, this paper aims to analyze and discuss the issue of the long-term impact that SP has on companies, especially on premium brands in the FMCG markets. It Danijela Mandić, M. Sc. Marketing communications Prvog Krajiškog korpusa 144 78000 Banja Luka, BOSNIA AND HERZEGOVINA Phone: ++387 65 691 234 E-mail: danijelalukic@blic .net
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