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| Author: | Narasimhan, C. Neslin, S.A. Sen, S.K. |
| Title: | Promotional elasticities and category characteristics (Sales Promotion; Käuferverhalten) |
| Journal: | Journal of Marketing
1996 : APR, VOL. 60:6, p. 17-30 |
| Index terms: | |
| Freeterms: | RABATT |
| Language: | eng |
| Abstract: | Promotional elasticity is a key factor in determining the manufacturer's trade/promotion policy. Promotional elasticities vary significantly from category to category. The authors investigate the relationship between category characteristics and promotional elasticity. They look at three commonly used types of retail promotions: featured price cuts, displayed price cuts, and pure price cuts. The attempt to understand how the average increase in brand sales resulting from these promotions can be explained by category characteristics. |
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