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Zhou, Yue (2014) The System-led Sales Promotion Model. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Sales promotions are defined as the direct incentives or inducement to sales force, distributors, and the consumers, with the essential objective of generating immediate sales. The aim of this project is to help a promotion agency to provide a more efficient way of undertaking promotional campaigns to serve their long term strategic clients, especially in FMCG industries. Through exploring literature, an aligned sales promotion model is generated. By conducting the Value Flow System Analysis, the agency's business model has been diagnosed, both opportunities and problems that need to be addressed have been fully discussed. By interviewing the agency's internal staff and their clients, some gaps between the ideal promotion model and the promotional practices in the real business have been find out. The important implications are related to data and CRM capabilities.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	04 Apr 2022 14:04
Last Modified:	04 Apr 2022 14:04
URI:	https://eprints.nottingham.ac.uk/id/eprint/27517

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