The Promotion World According to Retail
Park, John L.; German, Gene A.
In an effort to ease communication between packaged goods manufacturers and retailers, this report investigates the preferences retailers have concerning the various promotional programs used in their stores. Through the use of a mail survey, retail executives from supermarket, drug, and mass merchandise companies shared their perceptions of 22 specific promotional programs regarding their use, effectiveness, and attractiveness for future support.
Charles H. Dyson School of Applied Economics and Management, Cornell University