The effectiveness of promotion mix to drive sales performance of product lz, an oral anti hypertensive drug

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The effectiveness of promotion mix to drive sales performance of product lz, an oral anti hypertensive drug

subagyo, eko - Personal Name; Adriansyah, Muhril - Personal Name;

The main purpose of this research is to study and analyze the effectiveness of variable promotion mix such as personal selling, sales promo, exhibition and seminar to drive sales performance of product lz using multiple regression analysis. The result shows that seminar drives the most significant positive impact to the sales performance of lz, followed by personal selling, while exhibition shows not significant impact, and on the contrary sales promo drives negative significant impact. Finally this research suggests to focus promotion of lz on seminar and personal selling. Improving quality of exhibition may drive significant positive impact and disregard sales promo due to significant negative impact.

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M00212 (wh) Available

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Series Title: -
Call Number: 212
Publisher: : Swiss German University., 2012
Collation: -
Language: English
ISBN/ISSN: -
Classification: -
Content Type: -
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Carrier Type: -
Edition: -
Subject(s): MBA
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