Sales promotion in the Australian food industry: a review of industry practice and its implications
Journal of Food Products Marketing 7(4): 37-55
The food manufacturing industry in Australia reflects a very competitive marketplace, one in which sales promotion is extensively used. Some would argue that this activity is actually a prerequisite to doing business, just because it is such a competitive environment. Although much is understood about the purpose of promotional activity, less is known about what in reality occurs at an aggregate level, and what the potential implications of promotional behaviour may be in years to come.