| 西方促销研究及启示 |
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| 引用本文： | 韩睿. 西方促销研究及启示[J]. 华东经济管理, 2005, 19(5): 102-105 |
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| 作者姓名： | 韩睿 |
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| 作者单位： | 华中科技大学,管理学院,湖北,武汉,430074 |
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| 基金项目： | 湖北省教育厅社会科学研究项目(2004d023)"价格促销的作用机制研究"的阶段性研究成果 |
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| 摘 要： | 近年来,企业的促销经费呈迅猛增长势头,出于实践需要的推动,关于促销的研究在西方持续升温。文章从促销对销售的影响、促销所带来的销售增量来源、促销的交叉影响效应、促销模式对促销效果的影响等方面,对西方学者们围绕促销所展开的研究进行了简要的总结,并讨论了这些研究结
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| 关 键 词： | 促销 营销绩效 研究综述 |
| 文章编号： | 1007-5097(2005)05-0102-04 |
| 收稿时间： | 2005-04-22 |
| 修稿时间： | 2005-04-22 |
Western Researches on Promotion and its' Implications |
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| HAN Rui. Western Researches on Promotion and its' Implications[J]. East China Economic Management, 2005, 19(5): 102-105 |
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| Authors: | HAN Rui |
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| Affiliation: | School of Management,Huazhong University of Science & Technology ,Wuhan 430074,China) |
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| Abstract: | The expenditures on promotion increase sharply in recent years. Due to the practical needs, the researches on promotion is hotting in the western countries. This paper reviews these researches from four aspects: the promotion's impact on sales, the source of increased sales by promotion, the cross effect of promotion, and the promotion mode's impact on promotion effect. The research results' implications on management practices are also discussed. |
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| Keywords: | promotion marketing performance literature review |
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