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| Author: | Dekimpe, M. |
| Title: | Long-run effects of price promotions in scanner markets |
| Journal: | Journal of Econometrics
1999 : MAR/APR, VOL. 89:1-2, p. 269-292 |
| Index terms: | DEMAND FUNCTIONS MARKETS PRICES |
| Language: | eng |
| Abstract: | Good marketing decisions require managers' understanding of the response function relating performance measures to variations in the marketing mix. The authors use unit-root techniques to address market response in evolving markets, with a focus on their response to price promotions. The authors distinguish between evolution at the primary-demand vs. selective-demand level, and examine four consumer product categories for which high-quality scanner records are available. |
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