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Strategic Market Management
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0025-1747
- DOI
- 10.1108/EUM0000000000114
- Publisher site
- See Article on Publisher Site
Abstract
Sales promotions are often conceived as having tactical, ratherthan strategic, potential. This is accounted for by the sheer diversityof promotions, together with the hectic nature of marketing management.Proposes that promotions can provide strategic direction in guiding,targeting and positioning decisions, and can help to develop andmaintain competitive advantage. This can be sustained by building asteady stream of promotions, which support each other, within astrategic plan. Competitive advantage can be achieved through costleadership or differentiation. But cost leadership is more difficult tosustain. It is felt the best way to sustain advantage is to supportdifferentiation through nonpricebased promotions. These often providesignals of value, which need careful management.
Journal
Management Decision – Emerald Publishing
Published: Jul 1, 1992