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Chap16 Sales Promotion
The document discusses sales promotion, which is defined as a direct inducement that offers extra value or incentive to create an immediate sale. It describes various sales promotion vehicles targeted at consumers or trade partners, and examines reasons for the increased use of sales promotion including growing retailer power and brand proliferation. Examples are provided of different sales promotion tools and how they can be used to meet objectives like obtaining trial, increasing consumption, or defending current customers.
