haku: @indexterm evaluation / yhteensä: 1041
viite: 189 / 1041
| Tekijä: | Lam, S. Y. |
| Otsikko: | Evaluating Promotions in Shopping Environments: Decomposing Sales Response into Attraction, Conversion, and Spending Effects |
| Lehti: | Marketing Science
2001 : VOL. 20:2, p. 194-215 |
| Asiasana: | EVALUATION PROMOTION SHOPPING RETAILING |
| Kieli: | eng |
| Tiivistelmä: | This paper proposes a framework that incorporates all three of effect categories and examines their influence on store performance. Specifically, store sales are broken down into four components: front traffic, store-entry ratio, closing ratio, and average spending. Using inexpensive and readily available infrared and video imaging technology, it is possible to measure these four components in a wide variety of retail environments, allowing retailers to obtain a richer understanding of the effectiveness of promotional activities on store sales. Finally, managerial and academic implications of this work are described, and potential extensions of the joint model are suggested. |
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