haku: @author Jedidi, K. / yhteensä: 7
viite: 3 / 7
| Tekijä: | Jedidi, K. |
| Otsikko: | Managing advertising and promotion for long-run profitability |
| Lehti: | Marketing Science
1999 : VOL. 18:1, p. 1-22 |
| Asiasana: | MANAGEMENT ADVERTISING PROMOTION |
| Kieli: | eng |
| Tiivistelmä: | In recent years manufacturers have become increasingly disposed toward the use of sales promotions, often at the cost of advertising. Yet the long-term implications of these changes for brand profitability remain unclear. In this paper, the authors seek to offer insights into this important issue. The authors consider the questions of i) whether it is more desirable to advertise or promote, ii) whether it is better frequent, shallow promotions or infrequent, deep promotions, and iii) how changes in regular prices affect sales relative to increases in price promotions. |
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