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Sales promotions

S/M/53. 'The use of sales promotions de-emphasises brand equity and brand loyalty.' Analyse and evaluate the arguments for and against this statement.

WORDS:
5000
DATE:
2004
PRICE:
59.99 GBP

Sales promotion is a tool of the promotional marketing mix largely used by companies. Anyway, in the long run it is feared that sales promotions increase price sensitivity and destroy brand equity, both with retailers and customers. This essay looks at the possible negative effects of sales promotions on brand equity and brand loyalty, striving to understand whether promotion hurts or help a brand appears. Both theory and empirical research are taken into account.

 

KEYWORDS: the, sales, promotions, de-emphasises, brand, equity, brand, loyalty, analyse, evaluate, arguments, statement,

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On an initial reading it looks very much what I require. Once again thanks for a very prompt service. Andy