Trade Promotion: Essential to Selling through Resellers; Trade promotions permit manufacturers to influence retail price, retail sales, and total channel profit by rewarding resellers for lower prices and subsidizing their selling effort
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|Authors:||Ailawadi, Kusum; Farris, Paul; Shames, Ervin|
Sloan management review. - Cambridge, Mass. : Alfred P. Sloan School of Management, ISSN 0019-848X, ZDB-ID 2418484. - Vol. 41.1999, 1, p. 83-94
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