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Promotion des ventes et capital marque

Author

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  • Pierre Desmet

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, ESSEC Business School)

Abstract

Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with advertising expenses. Then we show that sales promotion is part of an integrated communication approach and by its uniqueness and its involving power can contribute to the brand image in a very accountable way.

Suggested Citation

  • Pierre Desmet, 2003. "Promotion des ventes et capital marque," Post-Print halshs-00143386, HAL.
    • Handle: RePEc:hal:journl:halshs-00143386
    DOI: 10.3166/rfg.145.175-185
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    Cited by:

    1. Sarah Mussol & Philippe Aurier & Gilles Séré de Lanauze, 2015. "Relational approach of in-store actions: Perceived benefits of tastings, games and lotteries [Approche relationnelle des actions au point de vente : les bénéfices perçus des dégustations, jeux et l," Post-Print hal-01625971, HAL.

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