The promotional planning process is seen as being responsible for many of the problems associated with the increase in sales promotions. Planning, implementation and evaluation processes are influenced by the potentially conflicting goals of senior management and brand/product managers, a...

Examines in detail a recent model devised to explain the ratio of promotional expenditure to sales, based on only three variables: market growth, market share, and their interaction. Although its simplicity would suggest that it offers a powerful tool for managing promotional budgets, finds that...