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Sales promotion as strategy and tactic among small independent retailers

Alfred Hitchcock’s Rear Window is an extended exercise in the use of Point of View camera and editing. The entire film takes place in one location as the main character is confined to a wheel chair and observes the world through his window. Throughout the film, we see events through the viewpoint of the main character as he spies on his neighbours. In this scene, a series of point of view shots allow us to see a murder mystery unfold. | Széchenyi István University Doctoral School for Regional and Economic Sciences Keller Veronika Economist Sales promotion as strategy and tactic among small independent retailers Theses of Doctoral Dissertation Consultant Professor Dr. habil. CSc. Jozsa László Gyor March 2010 Sales promotion as strategy and tactic among small independent retailers Investigation among small independent retailers and consumers on the market of over clothes 1 Placing the theme in national and international researches In the 21st century integrated marketing communication is dominant that means a harmonized adoption of different promotional tools for convincing customers with the most effective methods possible Józsa et al. 2005 p. 286. . The general trend is that companies spend more money on BTL below the line communication and sales promotion SP promotion deal than on advertising above the line communication . The international literature concerning sales promotion is very rich since a lot of books Cummins and Mullin 2002 Blattberg and Neslin 1990 Schultz et al. 1998 were published on how traders and manufacturers can design effective campaigns. Most of the studies concentrating on fast moving consumer goods FMCG and investigating the planning and implementing stages of sales promotion techniques aimed at consumers and initiated by manufacturers or retailers. Another popular direction of sales promotion literature is the investigation of customer behavior namely how consumers respond to deals and what kind of factors influence their attitude in the cognitive affective and conative phases Laroche et al. 2001 and 2003 . Investigating the demand side it can be said that GfK Hungarian Research Institute regularly conducts representative researches focusing on the response to deals. Analyzing the supply side there are Hungarian researches mainly Józsa and his coauthors 2005 2006 2007 who investigated the sales promotion the integrated marketing communication strategy of independent .