Abstract
This paper investigates the detailed promotional attitudes of retailers across three countries. The key aim was to see whether the perceptions of owner-managers of nine commonly used promotion tools varied across country. Both perception and budget data was examined, as well as selected combinations of promotion tools.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Fam, K.S., Merrilees, B., Brito, P.Q. (2015). Retail Promotion Practices in New Zealand, Australia and Portugal - A Comparison. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_103
Download citation
DOI: https://doi.org/10.1007/978-3-319-17356-6_103
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
eBook Packages: Business and EconomicsBusiness and Management (R0)