Consumer research on sales promotions: a state-of-the art literature review

Article Abstract:

Different research traditions approach the study of consumer behavior in different ways. Some sales promotion practices are common in Europe but less common in the US. These include offering extra quantity for the same price. More research should be carried out in this area. Some research assesses the success of sales promotions in terms of how much is sold, but this can involve bias. Economic models are useful in investigating sales promotions from the point of view of the company.

Study and teaching, Sales promotions

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The risks and rewards of design investment

Article Abstract:

Managers tend to reduce spending on design during recessions, and underestimate the benefits of such spending. Risks may be relatively low, and benefits can include increased profitability and access to new markets. Managers need to ensure that they provide adequate information to designers and that there are good communication links between design, production and marketing teams. UK firms should thus be less reluctant to invest in design.

Economic aspects, Design

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Export market expansion strategy: differences between market concentration and marketing spreading

Article Abstract:

The differences between generic expansion strategic alternatives of concentration and spreading are discussed in relation to gaps observed in export marketing literature. A survey looked at extant literature, firm characteristics and export marketing effort and found that the differences between market concentration and market spreading facilitate the development of export profiles of spreaders and concentrators.

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