Chapter 15: Advertising, Sales Promotion, and

Page 16

Developing Developing the the Sales Sales Promotion Promotion Program Program Decide Decideon onthe the Size Size of of the theIncentive Incentive Set SetConditions Conditionsfor for Participation Participation Determine Determine How How to toPromote Promoteand and Distribute Distributethe the Promotion Promotion Program Program Determine Determinethe theLength Length of of the the Program Program Evaluate Evaluate the theProgram Program

ď›™ Copyright 1999 Prentice Hall

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