Sales promotion – a missed opportunity for services marketers?
Sales promotion – a missed opportunity for services marketers?
复制标题
销售——服务营销人员错过了促销机会？
DOI：
10.1108/09564239510078830
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发表时间：
1995
期刊：
影响因子：
--
通讯作者：
Susan Peattie
中科院分区：
文献类型：
--
作者：
K. Peattie;Susan Peattie
“线下”促销作为沟通组合的一部分，与个人销售和“线下”广告相比，在服务营销文献中几乎被忽视。然而，在过去的二十年里，“线下”技术的范围、可信度和复杂性都在不断增长。他们现在已经到了一个值得考虑的地步，与他们的快速消费品（FMCG）起源之外的其他营销实践领域有关。组成宣传工具包的不同工具也达到了值得单独考虑而不是捆绑在一起的程度。试图证明如何一个这样的工具，促销竞争，服务营销代表着一个重要的机会。回顾与促销有关的文献，以建立一个适合服务营销竞争的案例，并提出了对188个服务赞助的竞争的调查结果，以探索服务营销的本质。
“Below‐the‐line” sales promotion as part of the communication mix is virtually ignored within the services marketing literature, in comparison with personal selling and “above‐the‐line” advertising. However, “below‐the‐line” techniques have been growing in their extent, credibility and sophistication during the last two decades. They have now reached the point where they deserve consideration in relation to other areas of marketing practice beyond their fast‐moving consumer goods (FMCG) origins. The different tools which make up the promotional toolkit have also reached a point where they deserve individual consideration instead of being bundled together. Seeks to demonstrate how one such tool, the promotional competition, represents a significant opportunity for services marketers. Reviews the literature relating to sales promotion to build a case for the suitability of competitions for services marketing, and presents the findings of a survey of 188 services‐sponsored competitions to explore the nature ...
影响因子：
6.1
作者：
Sunil Gupta
通讯作者：
Sunil Gupta