Promocja handlowa — współpraca hurtowników i detalistów
Trade promotion - cooperation of wholesalers and retailers

Summary/Abstract: Trade promotion belongs to direct instruments of sales promotion. It is addressed to wholesalers and/or retailers being a part of a given manufacturer’s distribution channels. In her articles, the author presents the results of her own surveys on the wholesalers’ opinion on trade promotions carried out by manufacturers, ways of organising the promotional campaign (only by the manufacturer or together with wholesalers), addressees of wholesaler’s trade promotions, requirements for participation in promotion, objectives of wholesalers’ trade promotions, benefits gained owing to the promotion carried out, forms of promotions being carried out currently and preferred in the future as well as efficiency and effectiveness of promotional campaigns.

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