Kanagasabapathi, Balasubramanian; Raj, K. Antony Arokia … - In: International Journal of Business Forecasting and … 1 (2009) 2, pp. 139-152
Promotions are an integral part of the consumer packaged goods (CPG) industry. Anywhere between 30-40% of the sales volumes are achieved through various promotions. Promotions are instrumental in creating brand visibility and awareness. In this study, we attempt to analyse the impact of...