Unaprjeđenje prodaje je skup aktivnosti kojima je osnovni cilj ubrzati kretanje proizvoda na putu od proizvođača preko posrednika do potrošača. Aktivnosti unaprjeđenja prodaje usmjerene su prema krajnjim potrošačima, prema prodajnim posrednicima i prema prodajnom osoblju. Različitim metoda i instrumentima proizvođači uspijevaju potaknuti potrošače na kupnju njihovog proizvoda. Potrošači kupuju kada su proizvodi na sniženju, kada se kupnjom sudjeluje u nagradnoj igri i slično. Svrha unaprjeđenja prodaje jest poticanje na kupovinu, ali na taj način se slama privrženost jednoj marki i zbog toga proizvođači ne ulažu puno sredstava u unaprjeđenje. No, ipak najviše sredstava ulože u instrumente koji potiču prodajne posrednike, a to su: besplatna roba, bonifikacije i snižena cijena. Zatim instrumenti za poticanje poslovanja koriste se u svrhu uspostavljanja poslovnih veza, poticanje prodajne sile na veće napore, nagrađivanje kupaca i slično.

Sales promotion is a set of activities whose primary objective is to accelerate the movement of products on the way from producers through intermediaries to consumers. Those activities are directed to consumers, intermediaries and personnel. Producers are able to encourage consumers to buy their products by using various methods and promotional tools. Consumers tend to buy discount merchandise, and also, they prefer to buy the product that gives them the right to participate in a prize contest of some sort. The goal of sales promotion is to encourage consumers to buy products or services, but that can affect them in a way of losing interest to a certain brand that they were loyal to, thus, giving producers no reason to invest large amounts of funds in sales promotion. However, most of the funds are focused on sales representatives, such as: free merchandise, bonuses and discounts. Furthermore, methods for encouraging business activities are used for establishing business relationships, improving sales performance, giving rewards to buyers etc.