Discount cuts – but add value

I read with interest the letter by Steve Cook of Carlson and, like him, I share a healthy scepticism of your sales promotion survey.

I have, over the past number of years, spent large amounts of time trying to convince clients not to discount but rather add value to their brand propositions, by effective promotional activity.

It would have been great if Steve could have written “In the spirit of sales promotion we will definitely not follow a discount strategy”.

Paul Seligman

Communicator

London E2

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