The System-led Sales Promotion Model
Sales promotions are defined as the direct incentives or inducement to sales force, distributors, and the consumers, with the essential objective of generating immediate sales. The aim of this project is to help a promotion agency to provide a more efficient way of undertaking promotional campaigns...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2014
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| Online Access: | https://eprints.nottingham.ac.uk/27517/ |
| _version_ | 1848793387145101312 |
|---|---|
| author | Zhou, Yue |
| author_facet | Zhou, Yue |
| author_sort | Zhou, Yue |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Sales promotions are defined as the direct incentives or inducement to sales force, distributors, and the consumers, with the essential objective of generating immediate sales. The aim of this project is to help a promotion agency to provide a more efficient way of undertaking promotional campaigns to serve their long term strategic clients, especially in FMCG industries. Through exploring literature, an aligned sales promotion model is generated. By conducting the Value Flow System Analysis, the agency's business model has been diagnosed, both opportunities and problems that need to be addressed have been fully discussed. By interviewing the agency's internal staff and their clients, some gaps between the ideal promotion model and the promotional practices in the real business have been find out. The important implications are related to data and CRM capabilities. |
| first_indexed | 2025-11-14T18:59:29Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-27517 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:59:29Z |
| publishDate | 2014 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-275172022-04-04T14:04:58Z https://eprints.nottingham.ac.uk/27517/ The System-led Sales Promotion Model Zhou, Yue Sales promotions are defined as the direct incentives or inducement to sales force, distributors, and the consumers, with the essential objective of generating immediate sales. The aim of this project is to help a promotion agency to provide a more efficient way of undertaking promotional campaigns to serve their long term strategic clients, especially in FMCG industries. Through exploring literature, an aligned sales promotion model is generated. By conducting the Value Flow System Analysis, the agency's business model has been diagnosed, both opportunities and problems that need to be addressed have been fully discussed. By interviewing the agency's internal staff and their clients, some gaps between the ideal promotion model and the promotional practices in the real business have been find out. The important implications are related to data and CRM capabilities. 2014-09-19 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/27517/1/Promotion_0919.pdf Zhou, Yue (2014) The System-led Sales Promotion Model. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Zhou, Yue The System-led Sales Promotion Model |
| title | The System-led Sales Promotion Model |
| title_full | The System-led Sales Promotion Model |
| title_fullStr | The System-led Sales Promotion Model |
| title_full_unstemmed | The System-led Sales Promotion Model |
| title_short | The System-led Sales Promotion Model |
| title_sort | system-led sales promotion model |
| url | https://eprints.nottingham.ac.uk/27517/ |