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The Role of Customer Service in Trade Promotion Decisions

The Role of Customer Service in Trade Promotion Decisions Trade promotions have become an important instrument in accomplishing supply chain objectives. The extensive use of trade promotions does not appear likely to fade in the immediate future. Results of a recent survey of independent grocery retailers are presented. The research examines the importance of customer service in influencing which vendor's trade promotions are accepted. Customer service was found to be highly important in promotion selection decisions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The International Journal of Logistics Management Emerald Publishing

The Role of Customer Service in Trade Promotion Decisions

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0957-4093
DOI
10.1108/09574090210806351
Publisher site
See Article on Publisher Site

Abstract

Trade promotions have become an important instrument in accomplishing supply chain objectives. The extensive use of trade promotions does not appear likely to fade in the immediate future. Results of a recent survey of independent grocery retailers are presented. The research examines the importance of customer service in influencing which vendor's trade promotions are accepted. Customer service was found to be highly important in promotion selection decisions.

Journal

The International Journal of Logistics Management – Emerald Publishing

Published: Jan 1, 2002

Keywords: Customer service; Promotion; Supply chain; Trade fairs

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