The impact of alternative promotion strategies on the spirits category: Evidence from the UK

Journal of Product & Brand Management

Volumn 8, Issue 5, 1999, Pages 430-443

  Fearne, Andrew ^a   Donaldson, Adam ^b   Norminton, Phil ^c  

^a IMPERIAL COLLEGE LONDON   (United Kingdom)

^b Druid Systems plc   (United Kingdom)

^c AC Nielsen   (United Kingdom)

Author keywords

Consumer behaviour; Marketing strategy; Pricing; Sales promotion; United Kingdom; Wines and spirits

Indexed keywords

EID: 84986180809     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610429910296037     Document Type: Article

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