Businesses are increasingly shifting toward online marketing. However, the effects of offline and online marketing on consumer behavior have not been comparatively examined. A team of Japanese ...

Gupta, Sunil. "Impact of Sales Promotions on When, What, and How Much to Buy." Journal of Marketing Research (JMR) 25 (November 1988): 342–355. (Winner of William F. O'Dell Award For the Journal of ...

A recent study compared the impact of offline and online sales promotions on consumer behavior. Findings reveal that offline ...

Sales promotion is used to encourage customers to buy more of a product or to increase sales. There are a wide range of promotions that a business can use to promote its products and services ...

This study examines the allocation of funds between advertising and sales promotion. In recent years, marketers have been increasingly turning to sales promotion as a seemingly attractive strategy.