haku: @author Zufryden, F. / yhteensä: 7
viite: 4 / 7
| Tekijä: | Tellis, G. Zufryden, F. |
| Otsikko: | Tackling the retailer decision maze: which brands to discount, how much, when and why? |
| Lehti: | Marketing Science
1995 : VOL. 14:3/1-2, p. 271-299 |
| Asiasana: | BRANDS RETRAINING MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The authors propose a model that seeks the optimal timing and depth of retail discounts with the optimal timing and quantity of the retailer's order over multiple brands and time periods. The model is based on an integration of consumer decisions in purchase incidence , brand choice and quantity with the dynamics of household and retail inventory. The major contribution of the model is that it shows how the optimum depth and timing of discount varies with key demand characteristics such as consumer stockpiling, loyalty, response to the marketing mix etc. |
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