Browsing Working Papers by Author "Vyas, Preeta"

Now showing items 1-2 of 2

    • Classification of empirical work on sales promotion: a synthesis for managerial decision making 

      Vyas, Preeta; Mehta, Bijal (2010-07-22)
      Sales Promotion activities have gained strategic focus as markets are getting complex and competitive. Key managerial concerns in this area are budget allocation across elements of promotions as well as trade vis. ...

    • Trends in sales promotion literature 

      Kureshi, Sonal; Vyas, Preeta (2010-07-27)
      The objective of this study is to gain an insight into the trends of sales promotion literature published over 25 years. Data from 9 well-known foreign journals has been analyzed to provide a classification of framework, ...