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Promotional Effort

Encyclopedia of Law and Economics

Abstract

The term promotional effort refers to all strategies aimed at broadening a firms’ market scope through the establishment if a larger and more loyal consumer basis. Advertising, public relations, sales promotion, personal selling as well as price-related strategies affecting a firm’s sales potential are addressed. Both positive and normative approaches are birefly reviewed, discussing the theoretical and empirical issues studied in the existing literature.

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Author information

Authors and Affiliations

  1. Economic and Social Sciences, School of Agriculture Policy and Development, University of Reading, Whiteknights, PO Box 237, RG6 6AR, Reading, Berkshire, UK

    Nikolaos Georgantzis

  2. School of Agriculture, Policy and Development, University of Reading, Reading, Berkshire, UK

    Christian Boris Brunner

  3. LEE & Economics Department, Universitat Jaume I, Castellon, Spain

    Nikolaos Georgantzis

Authors
  1. Nikolaos Georgantzis
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  2. Christian Boris Brunner
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Correspondence to Nikolaos Georgantzis .

Editor information

Editors and Affiliations

  1. Montpellier, France

    Alain Marciano

  2. Dept DiGSPES, Univ del Piemonte Orientale Dept DiGSPES, Alessandria, Italy

    Giovanni Battista Ramello

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Georgantzis, N., Brunner, C.B. (2016). Promotional Effort. In: Marciano, A., Ramello, G. (eds) Encyclopedia of Law and Economics. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-7883-6_385-1

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  • DOI: https://doi.org/10.1007/978-1-4614-7883-6_385-1

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  • Publisher Name: Springer, New York, NY

  • Online ISBN: 978-1-4614-7883-6

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Chapter history

  1. Latest

    Promotional Effort
    Published:
    10 June 2020

    DOI: https://doi.org/10.1007/978-1-4614-7883-6_385-2

  2. Original

    Promotional Effort
    Published:
    20 May 2016

    DOI: https://doi.org/10.1007/978-1-4614-7883-6_385-1

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