HCBE Faculty Articles

Title

The Promotions Mix Practices of Retail Pharmacies: Towards an Appropriation Model

Document Type

Article

Date

1994

Publication Title

International Journal of Advertising

ISSN or ISBN

1759-3948

Volume

13

Issue

4

First Page

367

Last Page

377

Description

One of the problems facing retailers is how to allocate funds for promotion. Various appropriation models have been put forward but none have direct applicability to the retailing industry. The main objective of this article was to develop a promotions mix appropriation model for retail pharmacies in South Africa. A literature review of the promotional mix budget allocation was undertaken. The results of this study indicate that personal selling is the most important element of the promotions mix in retail pharmacies. Guidelines for promotion expenditure are then presented in the form of an appropriation model.

DOI

10.1080/02650487.1994.11104590

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