Principles of Marketing (16th Edition)
16th Edition
ISBN: 9780133795028
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 16, Problem 16.9MA
Summary Introduction
Case summary:
Sales promotion is an effective tool to influence the behavior and measure effectiveness. Earlier, marketers measured lively with the number of entrants who bought and redeemed coupon, entered and received premium, and buy bonuses.
New technology takes sales promotion over to a new phase as the one with consumer engagement. This brings in two digit growth in marketing. Thus, online and social media marketing can cover masses in no time.
To discuss: Tips to be considered by marketers in the design and launch of online sales promotions.
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