search query: @author Walters, R. G. / total: 2
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| Author: | Walters, R. G. MacKenzie, S. B. |
| Title: | A structural equations analysis of the impact of price promotions on store performance. |
| Journal: | Journal of Marketing Research
1988 : FEB, VOL. 25:1, p. 51-63 |
| Index terms: | PRICE POLICY SALES DEPARTMENT STORES |
| Language: | eng |
| Abstract: | Price promotions are discussed. Literature about the topic is reviewed. Two major approaches are identified and described. Hypotheses about the direct and indirect effects of price promotions in certain areas are tested. Three categories of promotion are examined: loss leader promotions, advertised and unadvertised in-store price specials, and double couponing promotions. The impact of these three types on store traffic, sales of promoted and nonpromoted products is examined. Measures of store performance are presented. Findings are summarized and analyzed. Limitations and managerial implications are outlined. |
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