search query: @author Neslin, S. / total: 4
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| Author: | Neslin, S. Powell, S. Stone, L. |
| Title: | The effects of retailer and consumer response on optimal manufacturer advertising and trade promotion strategies |
| Journal: | Management Science
1995 : MAY, VOL. 41:5, p. 718-766 |
| Index terms: | MANAGEMENT SCIENCE MANUFACTURING ADVERTISING |
| Language: | eng |
| Abstract: | This research examines how retailer and consumer responses influence a manufacturer's optimal advertising and trade promotion plans. The authors develop a dynamic optimization model which considers the actions of the manufacturer, retailers, and consumers. The manufacturer attempts to maximize its profits by advertising directly to consumers and offering periodic trade deal discounts to the retailer in the hope that the retailer will in turn "pass through" a retailer promotion to the consumer. |
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