期刊名称：Asian Journal of Business and Management Sciences
电子版ISSN：2047-2528
出版年度：2012
卷号：1
期号：04
页码：99-113
出版社：Society for Business Research Promotion
摘要：In today's world, existence and development of organizations and companies depend on proper marketing and selling products and services. Today's marketing is not based on producing facilities but rather on providing appropriate information channels for the consumers. Successful companies must identify proper ways of persuading customers in order to preserve their situation in market share and competitiveness. In cosmetics industry, we deal with a market progressing rapidly, but the interesting fact is that the share of domestic manufacturers is declining along with the decrease in their sales. Review of the literature shows that no investigations have been done the subject of the mentioned market and proper ways of persuading consumers in our country Iran. Hence, in order to study proper ways of informing consumers, questionnaires were distributed among 384 women who used Atousa at least once. The questionnaires contained question on the subject of the influence of promotion mix tools on increase of sales. Research result show that personal selling, sales promotion and advertising were the most influential factors in increase of hair color sale. But direct marketing had less significant effect on increase sale of this product. Full Text
