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In this research we aim to study the impact of sales promotion on the distributors’ performance through the case study of three companies. More exactly, it is a question of analyzing the impact of this marketing action on the turnover, the market share, the profit, the satisfaction of the staff and the satisfaction of the customers. To answer this objective we opted for an inductive qualitative approach. The data collection is based on the internal documents and individual interviews. The results show that the promotion affects partially the distributors’ performance and that the relation between sales promotion and performance depends on a set of moderating factor.

L'impact de la promotion des ventes sur la performance des distributeurs