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Marketing Support of the Sales

Author

Listed:
  • Michal Stojanov

    (University of Economics - Varna)

Abstract

The purpose of this paper is to make a review on the theoretical concepts of "above the line", "below the line" and "through the line" as marketing concepts for support of the retail sales. The focus of this study gives the characteristics and differences among ATL, BTL and TTL promotional activities. The study concludes that opportunities for developments are presented in the context of retailer own brands and in the highly fragmented and competitive internet environment where automated accumulation of consumer data can create base for highly relevant and personalized stimulation.

Suggested Citation

  • Michal Stojanov, 2016. "Marketing Support of the Sales," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, issue 1, pages 5-12, November.
    • Handle: RePEc:vra:journl:y:2016:i:1:p:5-12
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    File URL: http://www.su-varna.org/izdanij/2016/ikonom-1-016/p%205-12.pdf
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    More about this item

    Keywords

    above the line – ATL; below the line – BTL; through the line – TTL; promotional strategy; retail sales;
    All these keywords.

    JEL classification:

    • A00 - General Economics and Teaching - - General - - - General

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