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Retail Promotion Practices in New Zealand, Australia and Portugal - A Comparison

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Global Perspectives in Marketing for the 21st Century

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.

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© 2015 Academy of Marketing Science

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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

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