search query: @author Lal, R. / total: 14
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| Author: | Lal, R. Little, J. Villas-Boas, M. |
| Title: | A theory of forward buying, merchandising, and trade deals |
| Journal: | Marketing Science
1996 : VOL. 15:1, p. 21-37 |
| Index terms: | MARKETING DECISION MAKING UNCERTAINTY |
| Language: | eng |
| Abstract: | Manufacturer-supported trade deals remain one of the major competitive tools in today's market place. This is true despite the fact that such trade deals are often claimed to be unprofitable for manufacturers. The unprofitability is attributed to the fact that retailers forward buy and do not pass the price discounts on to the consumers. The audience for this paper includes practitioners and academics who have been concerned with the ubiquitous practice of trade dealing in spite of its purposed unprofitability. |
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