Promotion effectiveness in MENA: How to fix the 30 percent of value-destroying promotions

Consumer companies in the MENA region should be cautious about implementing value-destroying promotions. While promotions can be an effective tool for driving sales and increasing market share, poorly executed or overly aggressive promotions can have negative consequences that outweigh the benefits. In part 3 of our series, Lovrenc Kessler provides strategies to identify and fix them.

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