Sales promotion 483
Peattie, K. and Peattie, S. (1993) Sales Promo-
tions: Playing to Win?, Journal of Marketing
Management, 9 (3), 255–270.
Peattie, S. and Peattie, K. (1994) Promoting
Financial Services with Glittering Prizes,
International Journal of Bank Marketing, 12 (6),
19–29.
Peattie, K., Peattie, S. and Emafo, E. B. (1997)
Promotional Competitions as a Strategic Mar-
keting Weapon, Journal of Marketing Manage-
ment, 13 (8), 777–789.
Quelch, J. A. (1989) Sales Promotion Management,
Prentice-Hall, Englewood Cliffs, NJ.
Robinson, W. A. and Schultz, D. E. (1982) Sales
Promotion Management, Crain Books,
Chicago.
Rothschild, M. L. and Gaidis, W. C. (1981)
Behavioural Learning Theory: Its Relevance
to Marketing and Promotions, Journal of Mar-
keting, 45 (2), 70–78.
Schultz, D. E. (1987) Above or Below the Line?
Growth of Sales Promotion in the United
States,International Journal of Advertising, 6 ,
17–27.
Shimp, T. A. (2000) Advertising, Promotion and
Supplemental Aspects of Integrated Marketing
Communications, 5th edn, Dryden Press, Fort
Worth.
Spears, N. (2001) Time Pressure and Information
in Sales Promotion Strategy: Conceptual
Framework and Content Analysis, Journal of
Advertising, 30 (1), 67–76.
Strang, R. A. (1976) Sales Promotion: Fast
Growth, Faulty Management, Harvard Busi-
ness Review, 54 (1), 115–124.
Toop, A. (1992) European Sales Promotion: Great
Campaigns in Action, Kogan Page, London.
Walters, R. G. (1991) Assessing the Impact of
Retail Price Promotions on Product Substitu-
tion, Complementary Purchase, and Inter-
store Sales Displacement, Journal of Market-
ing, 55 (2), 17–28.
Further reading
Ailawadi, K. L., Lehmann, D. R. and Neslin, S.
A. (2001) Market Response to a Major Policy
Change in the Marketing Mix: Learning from
Procter & Gamble’s Value Pricing Strategy,
Journal of Marketing, 65 (1), 44–61. An unusual
study, because it takes a long-term, in-depth
and quantitative look at the promotional
strategy of one of the world’s top marketing
organizations. It demonstrates clearly the
strategic importance of promotions and the
dangers of heeding the conventional aca-
demic wisdom that expenditure on promo-
tions is better channelled into brand building
advertising.
Chandon, P. (1995) Consumer Research on
Sales Promotion: A State-of-the-Art Litera-
ture Review, Journal of Marketing Management,
11 , 419–441. A thorough and interesting
review of the evolution of research into how
and why promotions can influence con-
sumers. It reflects the weakness of the dis-
cipline in the overemphasis on short-term,
rational–economic price effects, but provides
some useful criticism of the different research
traditions and highlights areas for future
research.
Chandon, P., Wansink, B. and Gilles, L. (2000)
A Benefit Congruency Framework of Sales
Promotion Effectiveness, Journal of Market-
ing, 64 (4), 65–81. Provides some useful
quantitative support for the effectiveness of
sales promotion, and is interesting for exam-
ining a wide range of benefits with a focus
on both value-increasing and value-adding
promotions.
Gardener, E. and Trivedi, M. (1998) A Commu-
nications Framework to Evaluate Sales Pro-
motion Strategies, Journal of Advertising
Research, 38 (3), 67–71. Takes a communica-
tions-orientated view of different types of
sales promotion and presents a framework
to aid managers in evaluating the success of
their campaigns. Provides an accessible and
revealing outline of the problems that beset
Procter & Gamble when they tried a switch
of emphasis away from promotions and
towards advertising.
Peattie, K., Peattie, S. and Emafo, E. B. (1997)
Promotional Competitions as a Strategic