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| Author: | Dhar, S. K. Hoch, S. J. |
| Title: | Price discrimination using in-store merchandising (sales promotion, merchandising) |
| Journal: | Journal of Marketing
1996 : JAN, VOL. 60:1, p. 17-30 |
| Index terms: | |
| Freeterms: | RABATT, EINZELHANDELSBETRIEBE |
| Language: | eng |
| Abstract: | The authors compare the effectiveness of in-store coupons and straight price discounts (bonus buys), in generating incremental sales and profits for the retailer. In field tests, they find that in-store coupons lead to a 35 percent greater increase in the promoted brand's sales than bonus buys offering the same level of discount. The authors develop a decision framework for a retailer maximizing category profits, that considers the tradeoffs involved in using coupons and bonus buys in response to bill-back trade deals. |
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