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| Tekijä: | Nijs, V. R. |
| Otsikko: | The Category-Demand Effects of Price Promotions |
| Lehti: | Marketing Science
2001 : VOL. 20:1, p. 1-22 |
| Asiasana: | PRICES PROMOTION CUSTOMERS MARKETING MIX |
| Kieli: | eng |
| Tiivistelmä: | This paper studies the category-demand effects of consumer price promotions across 560 consumer product categories over a 4-year period. The data describe national sales in Dutch supermarkets and cover virtually the entire marketing mix, i.e., prices, promotions, advertising, distribution, and new-product activity. The authors focus on the estimation of main effects (i.e., the dynamic category expansive impact of price promotions) as well as the moderating effects of marketing intensity and competition (both conduct and structure) on short- and long-run promotional effectiveness. The research design uses modem multivariate time-series analysis to disentangle short-run and long-run effects. |
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