IUP Journal of Marketing Management

Articles from Vol. 16, No. 2, May

An Evaluation of Consumers' Deal-Specific Response to Sales Promotions Based on Their Product Involvement
IntroductionConsumer sales promotion (deal) is an important marketing strategy today applicable in all stages of the product life cycle, to encourage brand preference, induce brand switching and achieve brand loyalty (Prendergast et al., 2008). Deals...
Evaluation of Traditional Marketing Channels of Agricultural Produce: Paddy and Rice
(ProQuest: ... denotes formulae omitted.)IntroductionIn Assam, rice plays a significant role in the state economy as a staple diet with an average monthly per capita consumption of 13 kg and as a major contributor to agricultural GDP. Assam occupies...
Focus
India is an emerging consumer market. And consumer sales promotions, also called deals, are the key promotional strategies employed by marketers for immediate product purchase. The first paper, "An Evaluation of Consumers' Deal-Specific Response to Sales...
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