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| Author: | Desai, P. S. |
| Title: | Multiple messages to retain retailers: signaling new product demand |
| Journal: | Marketing Science
2000 : FALL, VOL. 19:4, p. 381-389 |
| Index terms: | Retailing New products |
| Language: | eng |
| Abstract: | With the increase in new product introductions in consumer packaged goods categories, supermarkets are reluctant to accept new products. Therefore, it is very important for manufacturers to convince retailers of the high-demand potential of their products. We study how a high-demand manufacturer can use advertising, slotting allowances, and wholesale prices to signal its high demand to retailers. |
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