haku: @author Bell, D. / yhteensä: 18
viite: 4 / 18
| Tekijä: | Bell, D. Chiang, J. Padmanabhan, V. |
| Otsikko: | The decomposition of promotional response: an empirical generalization |
| Lehti: | Marketing Science
1999 : VOL. 18:4, p. 504-526 |
| Asiasana: | MARKETING RESEARCH CHOICE THEORY PROMOTION BRAND CHOICE |
| Kieli: | eng |
| Tiivistelmä: | Price promotions are used extensively in marketing for one simple reason - consumers respond. The sales increase for a brand on promotion could be due to consumers accelerating their purchases and/or consumers switching their choice from other brands. Purchase acceleration and brand switching relate to the primary demand and secondary demand effects of promotion. Gupta captures these effects in a single model and decomposes a brand's total price elasticity into these components. |
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