Sales Promotion as a Managerial Tool in Business Organization

Abstract

Sales promotion is a very important managerial tool in an organization. The importance of sales promotion has led to its extensive use by several organizations. It has become a significant tool to boost sales and achieve other organizational goals. This study describes the effects of sales promotion on organizational performance. It highlights the main factors that affect sales promotion activities. It also discusses how sales promotion affects consumer behavior. In addition, it illustrates how sales promotion enhances decision-making in an organization. The study recommends that organizations should endeavor to have an effective sales promotional team which will be responsible to plan and implement sales promotion programs. It is hoped that management will find this paper useful in making decisions regarding sales promotion.