When do you decide to support a promotion with a promotional mechanism?
Only if the supplier offers it to you? When competitors become ...
List of blog entries
Promotional mechanism: the overbid ?
You are responsible for a category and your P&L also depends on the impact of your promotional actions. The trade-off between margin and the "wow effect," is...
What is the optimum frequency to communicate discounts?
Promotion is done to directly influence the act of purchase, contrary to an advertisement which aims to trigger desire. The promotion will, therefore...
