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http://hdl.handle.net/11718/10065| Title: | Incentive outlay ratios in fast moving consumer goods sector in India |
| Authors: | Vyas, Preeta H. |
| Keywords: | Incentive Outlay Ratio;Sales Promotion;Fast Moving Consumer Goods;Brand Building |
| Issue Date: | 28-Oct-2005 |
| Abstract: | Inflationary trends in the economy have led to increased media costs forcing many companies to increase their expenditure on sales promotion activities. It has been recognized that well-planned sales promotion activities have a strategic role to play in brand building and enhancing customer loyalty. |
| Description: | Vikalpa: The Journal for Decision Makers, Vol. 30, No. 4, (October-December, 2005), pp. 39-48 |
| URI: | http://hdl.handle.net/11718/10065 |
| Appears in Collections: | Journal Articles |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Incentiveoutlay.pdf Restricted Access | 254.46 kB | Adobe PDF | View/Open Request a copy |
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