Core Changes in the Usage of Sales Promotion in the Context of Knowledge-Based Economy

Management of Organizations: Systematic Research, 35

13 Pages Posted: 11 Nov 2016

See all articles by Jonas Čepinskis

Jonas Čepinskis

Vytautas Magnus University

Arvydas Bakanauskas

Vytautas Magnus University

Lina Pileliene

Vytautas Magnus University

Date Written: November 11, 2016

Abstract

In this article the authors review three stages of Sales Promotion (SP) in Lithuanian retail market, with special emphasis on the present - SP usage in manufacturing/service economy and the future - knowledge-based economy. At many retail organizations marketing managers now routinely use traditional SP methods and tools to attract customers to buy goods. Authors propose a new approach to sales promotion and suggest some decisions which can be made in the future.

Keywords: sales promotion, customer loyalty

JEL Classification: M31, M39

Suggested Citation

Čepinskis, Jonas and Bakanauskas, Arvydas and Pilelienė, Lina, Core Changes in the Usage of Sales Promotion in the Context of Knowledge-Based Economy (November 11, 2016). Management of Organizations: Systematic Research, 35. Available at SSRN: https://ssrn.com/abstract=2867932

Jonas Čepinskis

Vytautas Magnus University ( email )

S. Daukanto 28
LT-3000, Kaunas, LT- 44254
Lithuania

Arvydas Bakanauskas

Vytautas Magnus University ( email )

S. Daukanto 28
LT-3000, Kaunas, LT- 44254
Lithuania

Lina Pilelienė (Contact Author)

Vytautas Magnus University ( email )

S. Daukanto 28
Kaunas, LT- 44246
Lithuania

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