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Modern concept on the consumer choice as a rational behavior, encouraged by means of sales promotion techniques

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  • Mihal Stoyanov
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    Abstract

    his is a brief theoretical survey of the available promotion tools and their application in the contemporary trade business. The application of such tools is a priority for the corporate business and is of increasing importance for the growing number of business formats and sites. The trade techniques are used mainly as a discriminative factor for some trade marks and products in case of minor price differences.

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    Bibliographic Info

    Article provided by Bulgarian Academy of Sciences - Economic Research Institute in its journal Economic Thought.

    Volume (Year): (2010)
    Issue (Month): 1 ()
    Pages: 101-116

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    Handle: RePEc:bas:econth:y:2010:i:1:p:101-116

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    1. Rajiv Lal & John D. C. Little & J. Miguel Villas-Boas, 1996. "A Theory of Forward Buying, Merchandising, and Trade Deals," Marketing Science, INFORMS, vol. 15(1), pages 21-37.
    2. Rajagopal, 2008. "Point of Sales Promotions and Buying Stimulation in Retail Stores," Marketing Working Papers 2008-03-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
    3. Richard Thaler, 1985. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 4(3), pages 199-214.
    4. Kapil Bawa & Robert Shoemaker, 2004. "The Effects of Free Sample Promotions on Incremental Brand Sales," Marketing Science, INFORMS, vol. 23(3), pages 345-363, November.
    5. Bates, Albert D., 1976. "The troubled future of retailing," Business Horizons, Elsevier, vol. 19(4), pages 22-28, August.
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