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Einsatz der Verkaufsförderung für die Marketingkommunikation

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Handbuch Instrumente der Kommunikation

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Zusammenfassung

Verkaufsförderungsaktionen bzw. Promotions nutzen Kommunikationsinstrumente wie Handzettel, Displays und Gewinnspiele, aber auch andere Marketinginstrumente wie Sonderangebote, Coupons, Warenproben und Produktzugaben. Promotions werden insbesondere für Fast Moving Consumer Goods viel eingesetzt, sind aber nicht immer profitabel. Für Unternehmen ist es daher wichtig, den Erfolg ihrer Aktionen genau zu analysieren. Dieser Beitrag zeigt auf, was dabei zu beachten ist, und fasst wesentliche Befunde wissenschaftlicher Studien zum Erfolg von konsumentengerichteter Verkaufsförderung zusammen.

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Authors and Affiliations

  1. Department of Marketing and Pricing, University of Hamburg, Business School, Esplanade 36, 20354, Hamburg, Deutschland

    Karen Gedenk

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  1. Karen Gedenk
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Correspondence to Karen Gedenk .

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Editors and Affiliations

  1. Unternehmensführung Wirtschaftliche Fakultät, Universität Basel Lehrstuhl für Marketing und, Basel, Switzerland

    Manfred Bruhn

  2. LS Markenmanagment u. Automotive Marketi, EBS Universität für Wirtschaft und Recht i.Gr., Wiesbaden, Germany

    Franz-Rudolf Esch

  3. Bergische Universität Wuppertal Lehrstuhl für Marketing, Wuppertal, Germany

    Tobias Langner

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Gedenk, K. (2014). Einsatz der Verkaufsförderung für die Marketingkommunikation. In: Bruhn, M., Esch, FR., Langner, T. (eds) Handbuch Instrumente der Kommunikation. Springer NachschlageWissen. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-05261-4_4-1

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  • DOI: https://doi.org/10.1007/978-3-658-05261-4_4-1

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Online ISBN: 978-3-658-05261-4

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