International sales promotions
Journal
Elgar Encyclopedia of International Marketing Management
Date Issued
October 22, 2026
Abstract
International sales promotions are pivotal in stimulating consumer behavior and driving sales, especially in an era of globalization and digital transformation. This entry provides a comprehensive synthesis of contemporary research on the design and implementation of both consumer-oriented and trade-oriented promotions, emphasizing their cultural, psychological, economic, regulatory, and technological dimensions. It highlights how firms can tailor promotions to align with local norms, adapt to infrastructural and legal constraints, and harness digital platforms to enhance reach and engagement. The discussion also addresses challenges such as competitive retaliation, distributor resistance, and overpromotion, underscoring the need for a balanced approach that combines short-term effectiveness with long-term brand equity. By integrating strategic fit, cultural sensitivity, and innovation, international sales promotions can deliver measurable impact while fostering enduring customer and partner relationships in an increasingly interconnected global marketplace.