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La promoción de ventas en los mercados de consumo: Propuesta de un nuevo enfoque de gestión promocional

Author

Listed:
  • Villaba Merlo, Francisco Javier
  • Periáñez Cañadillas, Iñaki

Abstract

[ES] Actualmente son numerosos los factores que provocan una mayor utilización de la promoción por parte de las empresas fabricantes en los mercados de consumo. Tradicionalmente, las empresas han utilizado la promoción como último recurso para el cumplimiento de los objetivos de ventas. Esta forma de actuar representa una clara orientación a la venta, cuando se trata de analizar la gestión promocional.

Suggested Citation

  • Villaba Merlo, Francisco Javier & Periáñez Cañadillas, Iñaki, 2002. "La promoción de ventas en los mercados de consumo: Propuesta de un nuevo enfoque de gestión promocional," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:7044
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