000			01331pab a2200181 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _b
100			_aSeth Meera
245			_aWhen the Tail Wags the Dog
260			_aBusiness World _b24-30 Oct 2000 _c0
300			_a37-44pp.
520			_aToday the market is full of incentives on consumer goods. The basic human psychologyHas become incentive minded. The retailer is gaining importance because the consumables are found to be sold more through him and not depend on brand or quality.For this it is suggested that advertising through Television or elsewhere is the best media for sales promotion.If the brands depend on retailers for sales promotion their demands continue to grow for more and more free gifts or other incentives.With increase in different brands and the incentives of consumers towards retailers advise on goods and his push the production companies have no choice but to increase incentives and advertise other products for more competitive sales.
650			_aCase Study -Advertising,<Retailing>
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR3381.pdf
906			_a12112
999			_c20870 _d20870