Trade Promotions a Call For a More Rational Approach

Author

Philip Charles ZERRILLO, Singapore Management UniversityFollow
Dawn Iacobucci

Publication Type

Journal Article

Publication Date

1995

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

Business Horizons

Volume

38

Issue

4

First Page

69

Last Page

76

ISSN

0007-6813

Identifier

10.1016/0007-6813(95)90011-X

Publisher

Elsevier

Citation

ZERRILLO, Philip Charles and Iacobucci, Dawn. Trade Promotions a Call For a More Rational Approach. (1995). Business Horizons. 38, (4), 69-76.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/2949