Abstract:
In starting to write this paper, I had some doubts: "Should I really talk to an Assembly of Researchers and Professionals of the Promotion about distribution checks, consumer sales and other basic items?" A short review of a few dozens of promotion sales confirms that basic principles and basic facts are either not known or not taken into consideration by leading manufacturers in running promotions. This is the reason why I decided to start from the very beginning.
This could also be of interest:
Research Papers
Advances in evaluation of retailer events
Catalogue: Seminar 1994: The Changing Faces Of Panel Research
Authors: Petri Hirvonen, Hermann Pöhlmann
Company: Nielsen
June 15, 1994
