Promotion of sales of goods and services as one of the means of integrated marketing communications

Abstract

The purpose of this article is to classify sales promotion methods and identify the purpose, advantages, and disadvantages of the most common methods. It has been established that sales promotion methods are divided into two groups: price and non-price methods, which, in turn, are divided into a significant number of subgroups and methods. A detailed description of the most wide-spread stimulation methods common to intermediate and final consumers is given. Specific techniques of stimulating sellers are discussed more briefly.