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Theoretical and Applied Economics
No. 7 / 2009 (536)

The Role of Promotion in Milling and Bakery Products Sales

Sergiu-Bogdan Constantin
Academy of Economic Studies, Bucharest

Abstract. Irrespective of the avenue chosen for the retail of milling and bakery products, a key role in sales growth is the one played by promotion, information of the future customers as to the characteristics of the products, the execution and sale conditions. Such information process takes place by means of the promotional mix, consisting of a blend of advertising, sales promotion, public relations tools, trademarks, promotional events, and sales forces. The milling and baking industry uses, to certain extent, all the components of the promotional mix. Product promotion is central both to sales growth, as well as to educating, advising and informing consumers as to how they can select quality milling and bakery products.

Keywords: the milling and baking industry; product promotion; products sales; components of the promotional mix.

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