Sales Promotion As a Critical Component of a Small Business Marketing Strategy

Home , Sales promotion

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6

SALES PROMOTION AS A CRITICAL COMPONENT OF A SMALL BUSINESS MARKETING STRATEGY

Faitira Manuere

Lecturer Chinhoyi University of Technology, Chinhoyi, Zimbabwe

Edison Gwangwava

Lecturer Chinhoyi University of Technology, Chinhoyi, Zimbabwe

Kudakwashe Gutu

Teaching assistant Chinhoyi University of Technology, Chinhoyi, Zimbabwe

Abstract

The aim of this paper is to establish if sales promotion techniques to be adopted at any given time affect the company’s sales volume and also to look at the effect of sales promotion on company performance. To that end, the survey approach is adopted. The simple random technique is used to ensure that all members of the population have an equal chance of being selected. The chi-square approach is used to test hypothesis and to establish the effect of sales promotion on company performance. The findings of the study reveal that the majority of the respondents agreed that sales promotion affects organisational performance and sales volume of the organisation. To that end, organisations should make sales promotion as a critical component of a small business marketing strategy. Therefore the use of effective and efficient sales promotion campaign that arouses consumers’ interest to make repeated purchases is a prerequisite. Keywords: SALES PROMOTION ; CRITICAL COMPONENT ; SMALL BUSINESS MARKETING ; STRATEGY

1. INTRODUCTION

The American Marketing Association (AMA) defines sales promotion as "media and non media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial, increase consumer demand, or improve product quality." But this definition does not capture all the elements of modern sales promotion. One should add that effective sales promotion increases the basic value of a product for a limited time and directly stimulates consumer purchasing, selling effectiveness, or the effort of the sales force. It can be used to inform, persuade, and remind target customers about the business and its marketing mix. Some common types of sales promotion include samples, coupons, sweepstakes, contests, in-store displays, trade shows, price-off deals, premiums, and rebates.

Business can target sales promotions at three different audiences: consumers, resellers and the company's own sales force. Sales promotion acts as a competitive weapon by providing an extra" incentive for the target audience to purchase or support one brand over another. It is particularly effective in spurring product trial and unplanned

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6 purchases. Most marketers believe that a given product or service has an established perceived price or value, and they use sales promotion to change this price-value relationship by increasing the value and/or lowering the price. Compared to the other components of the marketing mix {advertising, publicity, and personal selling), sales promotion usually operates on a shorter time line, uses a more rational appeal, returns a tangible or real value, fosters an immediate sale, and contributes highly to profitability.

In determining the relative importance to place on sales promotion in the overall marketing mix. a small business should consider its marketing budget, the stage of the product in its life cycle, the nature of competition in the market, the target of the promotion, and the nature of the product. For example, sales promotion and direct mail are particularly attractive alternatives when the marketing budget is limited, as it is for many small businesses. In addition, sales promotion can be an effective tool in a highly competitive market, when the objective is to convince retailers to carry' a product or influence consumers to select it over those of 'competitors. Similarly, sales promotion is often used in the growth and maturity stages of the product life cycle to stimulate consumers and resellers to choose that product over the competition — rather than in the introduction stage, when mass advertising to build awareness might be more important. Finally, sales promotion tends to work best when it is applied to impulse items whose features can be judged at the point of purchase, rather than more complex, expensive items that might require hands-on demonstration. 2. LITERATURE REVIEW Sales promotion has grown substantially in recent years. There are several reasons for this dramatic growth in sales promotion. First, consumers have accepted sales promotion as part of their buying decision criteria. It provides reluctant decision makers with an incentive to make choices by increasing the value offered by a particular brand. Second, the increasing tendency of businesses to focus on short-term results has helped spur growth in sales promotion, which can provide an immediate boost in sales(Adrian, 2004). Product managers also lend to view sales promotion as a way to differentiate their brand from that of competitors in the short term (George, 1998 and Beri, 2006). Third, the emergence of computer technology has enabled manufacturers to get rapid feedback on the results of promotions. Redemption sales for coupons or figures on sales volume can be obtained within days. Finally, an increase in the size and power of retailers has also boosted the use of sales promotion. Historically, the manufacturer held the power in the channel of distribution. Mass marketers utilized national advertising to get directly to consumers, creating a demand for the heavily advertised brands that stores could not afford to ignore. With consolidation and the growth of major retail chains, however, retailers have gained the power to demand incentives from manufacturers to carry their products. Many sales promotions are designed to provide benefits to the retailers (Berenson, 2004 and Bagavathi, 2007).

Limitations of sales promotions

Although sales promotion is an important strategy for producing quick, short term, positive, it is not a cure for a bad product, poor advertising or an inferior sales team (Achumba,2002). After a consumer uses a coupon for the initial purchase of a product, the product must then take over and convince them to become repeat buyers. In addition, sales

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6 promotion activities may bring several negative consequences, including "clutter" due to the number of competitive promotions(Adereni, 2003). New approaches are promptly cloned by competitors, as each marketer tries to be more creative, more attention getting, or more effective in attracting the attention of consumers and the trade. Finally, consumers and resellers have learned how to milk the sales promotion game. Consumers may wait to buy certain items knowing that prices will eventually be reduced, for example, while resellers have become experts at negotiating deals and manipulating competitors against one another(Philip Kotler).

Consumer promotions

Consumer sales promotions are steered toward the ultimate product users-typically individual shoppers in the local market-but the same techniques can be used to promote products sold by one business to another, such as computer systems, cleaning supplies, and machinery. In contrast, trade sales promotions target resellers — wholesalers and retailers — who carry the marketer's product. Following are some of the key techniques used in consumer-oriented sales promotions(Philip Kotler, 2006 and Shira, 2003).

A consumer price deal saves the buyer money when a product is purchased. The main types of price deals include discounts, bonus pack deals, refunds or rebates, and coupons. Price deals are usually intended to encourage trial use of a new product or line extension, to recruit new buyers for a mature product, or to convince existing customers to increase their purchases, accelerate their use, or purchase multiple units. Price deals work most effectively when price is the consumer's foremost criterion or when brand loyalty is low (Kotler and Keller , 2006).

Buyers may learn about price discounts either at the point of sale or through advertising. At the point of sale, price reductions may be posted on the package, on signs near the product, or in storefront windows. Many types of advertisements can be used to notify consumers of' upcoming discounts, including fliers and newspaper and television ads. Price discounts are especially common in the food industry, where local supermarkets run weekly specials. Price discounts may be initiated by the manufacturer, the retailer, or the distributor. For instance, a manufacturer may "pre- price" a product and then convince the retailer to participate in this short-term discount through extra incentives. For price reduction strategies to be effective, they must have the support of all distributors in the channel. Existing customers perceive discounts as rewards and often respond by buying in larger quantities. Price discounts alone, however, usually do not induce first time buyers(Kotler and Keller, 2006).

Another type of price deal is the bonus pack or banded pack. When a bonus pack is offered, an extra amount of the product is free when a standard size of the product is bought at the regular price. This technique is routinely used in the marketing of cleaning products, food, and health and beauty-aids to introduce a new or larger size. A bonus pack rewards present users but may have little appeal to users of competitive brands. A banded pack offer is when two or more units of a product are sold at a reduction of the regular single-unit price. Sometimes the products are physically banded together, such as in toothbrush and toothpaste offers (Kotler and Keller, 2006).

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6

A refund or rebate promotion is an offer by a marketer to return a certain amount of money when the product is purchased alone or in Combination with other products. Refunds aim to increase the quantity or frequency of purchase, to encourage customers to "load up" on the product. This strategy dampens competition by temporarily taking consumers out of the market, stimulates the purchase of postponable goods such as major appliances, and creates on-she If excitement by encouraging special displays. Refunds and rebates are generally viewed as a reward for purchase, and they appear to build brand loyally rather than diminish it(Ratimosho, 2003).

Coupons are legal certificates offered by manufacturers and retailers. They grant specified savings on selected products when presented for redemption at the point of purchase. Manufacturers sustain the cost of advertising and distributing their coupons, redeeming their face values, and paying retailers a handling fee. Retailers who offer double or triple the amount of the coupon shoulder the extra cost. Retailers who offer their own coupons incur the total cost, including paying the face value. In this way, retail coupons are equivalent to a cents-off deal (Ratimosho, 2003).

Manufacturers disseminate coupons in many ways. They may be delivered directly by mail, dropped door to door, or distributed through a central location such as a shopping mall. Coupons may also be distributed through the media — magazines, newspapers, Sunday supplements, or free-standing inserts (FS1) in newspapers. Coupons can be inserted into, attached to, or printed on a package, or they may be distributed by a retailer who uses them to generate store traffic or to tic in with a manufacturer's promotional tactic. Retailer-sponsored coupons are typically distributed through print advertising or at the point of sale. Sometimes, though, specialty retailers or newly opened retailers will distribute coupons door to door or through direct mail(Beri, 2006 and Shira, 2003).

The main difference between contests and sweepstakes is that contests require entrants to perform a task or demonstrate a skill that is judged in order to be deemed a winner, while sweepstakes involve a random drawing or chance contest that may or may not have an entry requirement. At one time, contests were more commonly used as sales promotions, mostly due to legal restrictions on gambling that many marketers feared might apply to sweepstakes. But the use of sweepstakes as a promotional tactic has grown dramatically in recent decades, partly because of legal changes and partly Because of their lower cost. Administering a contest once cost about $350 per thousand entries, compared to just $2.75 to S3.75 per thousand entries in a sweepstake. Furthermore, participation in contests is very low compared to sweepstakes, since they require some sort of skill or ability (Philip Kotler, 2006).

According to the consulting firm International Events Group (1EG), businesses spend over $2 billion annually to link their products with everything from jazz festivals to golf tournaments to stock car races. In fact, large companies like RJR Nabisco and Anheuser-Busch have special divisions that handle nothing but special events. Special events marketing offer a number of advantages. First, events tend to attract a homogeneous audience that is very appreciative of the sponsors. Therefore, if a product fits well with the event and its audience, the impact of the sales promotion will be high. Second, event sponsorship often builds support among employees—who may receive acknowledgment for their participation—and within the trade. Finally, compared to producing a series of ads, even

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6 management is relatively simple. Many elements of event sponsorship are prepackaged and reusable, such as booths, displays, and ads. Special events marketing is available to small businesses, as well, through sponsorship of events on the community level (Ratimosho, 2003)..

A premium is tangible compensation that is given as incentive for performing a particular act—usually buying a product. The premium may be given for free, or maybe offered to consumers for a significantly reduced price. Some examples of premiums include receiving a prize in a cereal box or a free garden tool for visiting the grand opening of a hardware store. Incentives that are given for free at the time of purchase are called direct premiums. These offers provide instant gratification, plus there is no confusion about returning coupons or box tops, or saving bar codes or proofs of purchase(Blattberg, 2003).

Other types of direct premiums include traffic builders, door openers, and referral premiums. The garden tool is an example of a traffic-builder premium—an incentive to lure a prospective buyer to a store. A door-opener premium is directed to customers at home or to business people in their offices. For example, a homeowner may receive a free clock radio for allowing an insurance agent to enter their home and listening to his sales pitch. Similarly, an electronics manufacturer might offer free software to an office manager who agrees to an on-site demonstration. The final category of direct premiums, referral premiums, rewards the purchaser for referring the seller to other possible customers (Blattberg, 2003 and Beri, 2006).

Mail premiums, unlike direct premiums, require the customer to perform some act in order to obtain a premium through return mail. An example might be a limited edition toy car offered by a marketer in exchange for one or more proofs-of-purchase and a payment covering the cost of the item plus handling. The premium is still valuable to the consumer because they cannot readily buy the item for the same amount (Beri, 2006).

Continuity programs retain brand users over a long time period by offering ongoing motivation or incentives. Continuity programs demand that consumers keep buying the product in order to get the premium in the future. Trading stamps, popularized in the 1950s and 1960s, are prime examples. Consumers usually received one stamp for every dime spent at a participating store. The stamp company provided redemption centers where the stamps were traded for merchandise, A catalog listing the quantity of stamps required for each item was available at the participating stores. Today, airlines' frequent-flyer clubs, hotels' frequent-traveler plans, retailers' frequent-shopper programs, and bonus-paying credit cards are common continuity programs. When competing brands have reached parity in terms of price and service, continuity programs sometimes prove a deciding factor among those competitors. By rewarding long-standing customers for their loyalty, continuity programs also reduce the threat of new competitors entering a market(Lodish, 1986 and Quelch, 1989 and Tellis, 1997).

SAMPLING

A sign of a successful marketer is getting the product into the hands of the consumer. Sometimes, particularly when a product is new or is not a market leader, an effective strategy is giving a sample product to the consumer,

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6 either free or for a small fee. Bui in order for sampling to change people's future purchase decisions, the product must have benefits or features that will be obvious during the trial.

There are several means of disseminating samples to consumers. The most popular has been through the mail, but increases in postage costs and packaging requirements have made this method less attractive. An alternative is door-to-door distribution, particularly when the items are bulky and when reputable distribution organizations exist. This method permits selective sampling of neighborhoods, dwellings, or even people. Another method is distributing samples in conjunction with advertising. An ad may include a coupon that the consumer can mail in for the product, or it may include an address or phone number for ordering. Direct sampling can be achieved through prime media using scratch-and-sniff cards and slim foil pouches, or through retailers using special displays or a person hired to hand out samples to passing customers. Though this last technique may build goodwill for the retailer, some retailers resent the inconvenience and require high payments for their cooperation.

A final form of sample distribution deals with specialty types of sampling. For instance, some companies specialize in packing samples together for delivery to homogeneous consumer groups, such as newlyweds, new parents, students, or tourists. Such packages may be delivered at hospitals, hotels, or dormitories and include a number of different types of products 2.1 EFFECT OF SALES PROMOTION ON ORGANIZATIONAL PERFORMANCE The effect that sales promotions have on the organizational performance are: 1. Encouraging purchase of large size unit Sales promotion consists of diverse collection of incentive tools, mostly short term designed to stimulate quicker or greater purchase of products or service by consumer e.g. The use of premiums, product warranties etc. stimulate consumer purchase in larger quantities. Rotimosho (2003) 2. Generating trials among non-users Trials among non-users of a product is generated through invitation of prospective purchasers to try the product without cost or little cost with the hope that they will buy the product. 3. Persuading retailers to carry new items and higher level of inventory. Sales promotion encourages retailers to give shelf space to new products. Manufacturers provide retailers with financial incentives to stock new products. 4. Encouraging off-season buying Sales promotion has also encouraged off-season buying especially during the festive periods, people tend to buy more of a particular product because of the added value, compared to normal season. 5. Building brand loyalty Sales promotion helps to build brand loyalty by giving the seller the opportunity to attract a loyal and profitable set of customers which provides sellers some protections from competition and greater control in planning their marketing mix, Shira (2003) Conclusively, sales promotion has been seen to focus on customer relationship management, free gifts, free sample, price discount, etc. If an organization effectively implement sales promotion techniques, it will not only encourage large

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6 purchase but it will also increase the sales performance of an organization, invariably leading to the achievement of the stated objectives.

3. METHODOLOGY

The method of data collection includes a combination of both the primary (questionnaires) and the secondary method (this includes periodicals, journals and other related materials). Survey research approach will be used, using questionnaires, and it will be analyses using percentages which is descriptive while the hypothesis will be tested using c hi -square method. The researcher administered questionnaires on 100 employees of Sunshine Plastic Company out of these, 82 were/ dully filled and returned.

4. RESULTS Table VI: Respondents view; Sales Promotion affects company sales volume

Frequency % Valid % Communicative percent

Strongly 32 39.0% 41.0 % 41% agreed Agreed 42 51.2 % 53.8% 94.9

Undecided 4 4.9 % 5.1% 100

Total 78 95.1 % 100%

Missing 4 4.9 %

Total 82 100 %

Source: (Field survey, 2010) Analysis: The table above indicates that 39% of respondent strongly agreed, 51.2% agreed while 4.9% are undecided. This implies that sales promotion affect company's sale volume.

Table VII: Degree of competition determines the sales promotion of the organization.

Frequency % Valid % Communicative Percent

Strongly Agreed 29 35.4% 35.8% 35.8%

Agreed 50 61% 61.7% 97.5%

Undecided 2 2.4% 2.5% 100%

Total 81 98.8% 100%

Missing 1 1.2%

Total 82 100%

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6

Analysis: The table above affirms that 35.4% strongly agreed, 61% agreed while 2.4% were undecided. This indicates that the degree of competition in the market determines the sales promotion of the organization

Table VIII: Sales Promotion affects company sales volume

Frequency Percent Valid percent Communicative Strongly- 30 36.6% 36.6% 36.6% agreed 45 54.9% 54.9% 91.5% Agreed 6 7.3% 7.3% 98.8% Undecided 1 1.2% 1.2% 100% Disagree 82 100% 100% Total Source: Field survey 2010 Analysis :The table above reveals that 36.6% of the respondents strongly agreed, 54.9% agreed, 7.3% were undecided while 1.2% disagreed. This is to say that the nature of products determine the type of sales' promotion techniques to be used in the organization.

Table IX: Sales promotion helps in increasing sales volume and the market share of the company.

Frequency % Valid % Communicative percent

34 45.5% Strongly agreed 41.5% 41.5% Agreed 44 53.7% 53.7% 95.1% Undecided 2 2.4% 2.4% 97.6% Disagree 2 2.4% 2.4% 100% Total 82 100% 100%

Source: Field survey 2010 Analysis : In view of the above, 41.5% of the respondents strongly agreed, 53.7% agreed, 2,4% were undecided while 2.4% disagreed. This implies that sales promotion helps to increase the profitability of the organization.

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6

Table X: Sales promotion enhances the purchase of organizational products by the consumer. Frequency Percent Valid percent Communicative percent Strongly-agreed 24 29.3% 30% 30% Agreed 48 58.5% 60% 90% Undecided 6 7.3% 7.5% 97.5% Disagree 2 2.4% 2.5% 100% Total 80 97.6% 100% Missing system 2 2.4% Total 82 100 Source: Field survey 2010 Analysis: It could be seen from the table above that 29.3% strongly agreed, 58.5% agreed, 7.3% were undecided while 2,4% disagreed. This means that sales promotion enhances the purchase of organizational products Table XI: Sales promotion helps in increasing sales volume and the market share of the company Frequency % Valid % Communicative percent Strongly 23 28.0% 29.1% 29.1% agreed Agreed 43 52.4% 54.4% 83.5% Undecided 13 15.9% 16.5% 100% Total 79 96.3% 100% Missing 3 3.7% system Total 82 2.4% Source: Field survey 2010 Analysis: The table reveals that 28% strongly agreed, 52.4% agreed, 15.9% were undecided. This tells us that sales promotion helps in increasing sales volume and the market share of the organization.

Table XII: Sales promotion can enhance the organization relationship with its customers Frequency Percent Valid % Communicative percent Strongly agreed 16 19.5% 19.8% 19.8% Agreed 27 32.9% 33.3% 53.1% Undecided 23 28% 28.4% 81.5% Disagree 10 12.2% 12.3% 93.8% Strongly 5 6.1% 6.2% disagreed Total SI 98.8% 100% 100% Missing 1 1.2% system Total 82 100%

Source: Field survey 2010 Analysis: This table shows that 19.5% strongly agreed, 32.9% agreed. 28.0% were undecided, 12.2% disagreed while 6.1% strongly disagreed. This implies that sales promotion can enhance the organizational relationship with its customers

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6

Testing of Hypothesis In order to test the hypothesis, the non-parametric test method (chi -square) is used. Steps required for testing chi-square 1. State the null hypothesis and alternative hypothesis 2. Determine the level of significance 3. Calculate the chi-square test.

Where 0 is the observed value

E is the expected value

4. Determine the degree of freedom (df), depending on the number of rows and columns. Df=(r-l)(c-l) Where R = number of rows C = numbers of columns

5. Result: Having calculated the chi-square value, what is obtained is referred to as calculated value chi-square. This value is then compared against the tabulated value of chi-square

Where 0= 19 32 x 31 = 12.09 82

Where 0= 13 51 x 32 = 19.9 82

Where 0 =5 41 x 31 = 15.5 82

Where 0 = 36 41 x 51 = 25.5 82

Where 0 = 4 4 x 31 = 1.5 82

Where 0 = 4 x 51 =2.99 82

Where 0 = 3 5 x 3 1 = 1.89 82

Where 0 = 2 5 x 51 =3.11 82

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6

Step III 0 E 0-e (0-e)2 (0 -_E)2 e 19 12.09 6.91 47.75 3.95 13 19.9 -6.9 47.61 2.39 5 15.5 - 10.5 110.25 7.11 36 25.5 10.5 110.25 4.32 4 1.51 2.49 6.200 4.11 0 2.49 -2.49 6.200 2.49 3 1.89 1.11 1.23 6.50 -2.11 4.45 1.43 1 3.11

X2= 32.3

Degree of freedom = (r- I) (c- I) (2-l)(4 -l) (1)(3) = 3 2 Level of significance is chosen to be 5% i.e. 0.05 X 3 at 0.05 on the chi-square distribution table is 7,815.

Step IV The result shows that the calculated chi-square value is 32.3 which is greater than the table value 7.815. Therefore, we will reject the null hypothesis (Ho) and accept the alternative hypothesis (Hi). This implies that there is a significant relationship between sales promotion and company's sales volume.

Hypothesis II Ho: There is no significant relationship between the degree of competition and sales promotional technique to be adopted.

Hi: There is a significant relationship between the degree of competition and sales promotion technique to be adopted.

4.CONCLUSION From the findings, sales promotion is said to have significant effect on organizational performance. Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service (i.e. initiative that are not covered by other elements of the marketing communications or promotional mix.

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6

Majority of the respondents accepted the facts that sales promotion affects company's sales volume. This is found in table VI where 41% strongly agreed, 53.8% agreed, 5,1% undecided while nobody disagreed. Table VI reveals that 35,8% strongly agreed. 6\.1% agreed, 2.5% were undecided while nobody disagree that the degree of competition determines the sales promotion of the organization. The degree of competition also determine the sales promotion techniques to be adopted. The researcher concluded by listing the following: 1. That effective implementation of sales promotion tools lead to increase in sales volume and invariably higher profit. 2. The effectiveness of sales promotion can sustain the life of a failing product sufficiently to enable it recover from its decline. 3. Sales promotion is important at all level of product life cycle but it is more important at the introductory and growth stage. Lastly, the effects of sales promotion on organizational performance have been positive and have resulted in increased organizations sales volume and profitability in terms of purchase of larger size unit of products by consumers which will in turn lead to higher sales and profitability,

ijcrb.webs.com OCTOBER 2012 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 6

References

Achumba lheanyi(2002). Sales Management Concepts, Strategics and Cases. AI-Mark Education Research.

Aderemi S, A (2003), Marketing Principles and Practice. Mushin: concept Publication Limited,

Adrian Palmer (2004). Introduction to Marketing Theory and Practice, 21"1 Edition, United State: Oxford University Press Inc.

Bagavathi Filial R. S. N. (2007). Modern Marketing. Revised Edition. New Delhi: S. C hand and company Ltd.

Berenson Levine Krehbiel (2004). Basic Business Statistics, concept and application. 9th Edition. England: Pearson Education Limited.

Beri G. C. (2006). Marketing Research. 3rd Edition. New Delhi: Tata McGraw-Hill publishing company Ltd

George Jennifer(1998) Contemporary Management, 3rd Edition McGraw Hill.

Philip Kotler(2006) Marketing management list edition, Pearson Education, New Jersey U.S. A

Philip Kotler and Kelvin Lane Keller (2006), Marketing Management. 12th Edition. India: Pearson Education Pic Ltd,

Rotimosho (2003), Practice of Marketing. 1st Edition. Lagos: Global Annuals.

Shira S, Ramu (2003), Marketing. 1st Edition, Delhi: A. H Wheeler and C, Lid-

Blattberg, R. C., and Scott A. N (1990). Sales Promotion: Concepts, Methods, and Strategies . Prentice Hall.

Lodish, L. M. (1986). The Advertising and Promotion Challenge . Oxford University Press,

Quelch, J. A (1989).. Sales Promotion Management . Prentice Hall.

Schulz, Don, et. al. (1997). Sales Promotion Essentials. NTC Business Books.

Tellis, G. J (1997). Advertising and Sales Promotion Strategy. Addison-Wesley.