Sales promotion arrangements in the FMCG channel

Victor Immink; Berend Wierenga

Sales promotion arrangements in the FMCG channel

In: Dynamics in chains and networks

Authors:

Victor Immink

Victor Immink ¹Agrotechnology and Food Innovation /Wageningen University and Research Centre, P.O. Box 17, 6700 AA Wageningen, The Netherlands
²Erasmus University Rotterdam, Rotterdam School of Management/Erasmus Research Institute of Management, Department of Marketing Management, P.O. Box 1738, 3000 DR Rotterdam, The Netherlands

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Berend Wierenga

Berend Wierenga ²Erasmus University Rotterdam, Rotterdam School of Management/Erasmus Research Institute of Management, Department of Marketing Management, P.O. Box 1738, 3000 DR Rotterdam, The Netherlands

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Type:: Chapter

Pages:: 95–103

DOI:: https://doi.org/10.3920/9789086865260_012

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Sales promotions in FMCG involve some form of coordination/cooperation between manufacturer and retailer. The result is a sales promotion agreement (SPA). First, we examine which elements are agreed upon in SPAs (e.g. goals, budgets, etc.). Second, we explain the differences in SPAs (e.g. the characteristics of the parties and of the product). Third, we will study the success of sales promotions (for the manufacturer, the retailer and the channel) and how this success is related to the nature of the agreement. The present paper deals with the first issue, and contains some preliminary findings with respect to the second issue.

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Dynamics in chains and networks

E-Book ISBN:: 9789086865260

Publisher:: Wageningen Academic

Print Publication Date:: 10 Oct 2004

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Sales promotion arrangements in the FMCG channel

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Dynamics in chains and networks

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