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| Author: | Foekens, E. |
| Title: | Varying parameter models to accomodate dynamic promotion effects |
| Journal: | Journal of Econometrics
1999 : MAR/APR, VOL. 89:1-2, p. 249-268 |
| Index terms: | ECONOMETRICS MODELS PROMOTION |
| Language: | eng |
| Abstract: | The purpose of this paper is to examine the dynamic effects of sales promotions. The authors create dynamic brand sales models by relating store intercepts and a brand's own piece elasticity to a measure of the cumulated previous price discounts - amount and time - for that brand as well as for other brands. The brand's own non-price promotional response parameters are related to the time since the most recent promotion for that brand as well as for other brands. |
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