Sales Promotion – A Changing Trend from Expensiveness to Effectiveness

Abstract

hough the concept of sales promotion has been evolving for decades, as one of the most vital tool of marketing, still its efficiency is doubtful. This paper seeks to explore the interrelationship between sales and promotion in Indian context. The paper argues about the implication of these concepts in Indian businesses. The first part of the paper states the increased focus of marketers on promotional activities, and its linkage with business practices. The second part states the recent transformation in the strategies followed by corporate houses, highlighting the essential of effectiveness. The third part of the paper discusses the prospects and challenges faced by the organization following sales promotion as its tool.