Sales promotion:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Cambridge, Mass.
Marketing Science Inst.
2002
|
| Series: | Relevant knowledge series
Advancing the science of world class marketing |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Klappentext |
| Item Description: | Includes bibliographical references (p. 71-89) |
| Physical Description: | XVII, 98 S. graph. Darst. |
| ISBN: | 0965711412 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Contents
About the Series
Acknowledgements
Executive Summary
Introduction
Why Sales Promotion?
Economic Viewpoint: Price Discrimination
Economic Viewpoint:
The Behavioral Perspective: Transaction Utility
How Promotion Affects Sales and Profits
Brand Effects: Brand Switching
Brand Effects: Post-promotion
Category Effects
Store Effects
Decomposing the Total Effect of Promotions
Types of Promotions
Trade Deals
Retailer Promotions
Consumer Promotions
Advertising and Promotion
VI
Assessment and Future Research Opportunities
59
How Promotion Affects Sales
59
Promotion Types and Managing Promotion Issues
64
Advertising and Promotion
68
Notes
69
References
71
About the Author
91
About MSI
93
Related MSI Working Papers
95
Tables
Table
Promotion
15
Figures
Figure
Figure
Heterogeneity
Figure
Figure
Figure
With the Relevant Knowledge Series, the Marketing Science
Institute fills a need for high quality, detailed, and readable
books on timely business topics. In brief and succinct prose, the
monographs in the series summarize what we have learned and
what we still need to know about important areas of research and
offer useful guidance to managers seeking state-of-the-art knowledge
for marketing management and strategic decision making.
The first in this series, Sales Promotion by Dartmouth Professor
Scott Neslin, offers an overview of the well-researched field of price
promotion: how promotion affects sales and profits, types of sales
promotions, the interaction of advertising and promotion, and
future research. With a practical orientation grounded in rigorous
scholarship, Sales Promotion will be an invaluable resource to aca¬
demics and businesspeople alike.
The Relevant Knowledge Series is part of MSI s ongoing effort to
ensure that the best academic research on marketing issues is trans¬
lated and made accessible to those who most need it. Thus, it exem¬
plifies MSI s mission: to advance the theory and practice of marketing
in order to achieve higher levels of business performance.
|
| adam_txt |
Contents
About the Series
Acknowledgements
Executive Summary
Introduction
Why Sales Promotion?
Economic Viewpoint: Price Discrimination
Economic Viewpoint:
The Behavioral Perspective: Transaction Utility
How Promotion Affects Sales and Profits
Brand Effects: Brand Switching
Brand Effects: Post-promotion
Category Effects
Store Effects
Decomposing the Total Effect of Promotions
Types of Promotions
Trade Deals
Retailer Promotions
Consumer Promotions
Advertising and Promotion
VI
Assessment and Future Research Opportunities
59
How Promotion Affects Sales
59
Promotion Types and Managing Promotion Issues
64
Advertising and Promotion
68
Notes
69
References
71
About the Author
91
About MSI
93
Related MSI Working Papers
95
Tables
Table
Promotion
15
Figures
Figure
Figure
Heterogeneity
Figure
Figure
Figure
With the Relevant Knowledge Series, the Marketing Science
Institute fills a need for high quality, detailed, and readable
books on timely business topics. In brief and succinct prose, the
monographs in the series summarize "what we have learned" and
"what we still need to know" about important areas of research and
offer useful guidance to managers seeking state-of-the-art knowledge
for marketing management and strategic decision making.
The first in this series, Sales Promotion by Dartmouth Professor
Scott Neslin, offers an overview of the well-researched field of price
promotion: how promotion affects sales and profits, types of sales
promotions, the interaction of advertising and promotion, and
future research. With a practical orientation grounded in rigorous
scholarship, Sales Promotion will be an invaluable resource to aca¬
demics and businesspeople alike.
The Relevant Knowledge Series is part of MSI's ongoing effort to
ensure that the best academic research on marketing issues is "trans¬
lated" and made accessible to those who most need it. Thus, it exem¬
plifies MSI's mission: to advance the theory and practice of marketing
in order to achieve higher levels of business performance. |
| any_adam_object | 1 |
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| dewey-full | 658.8/2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
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| language | English |
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| physical | XVII, 98 S. graph. Darst. |
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| series2 | Relevant knowledge series Advancing the science of world class marketing |
| spelling | Neslin, Scott A. Verfasser aut Sales promotion Scott A. Neslin Cambridge, Mass. Marketing Science Inst. 2002 XVII, 98 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Relevant knowledge series Advancing the science of world class marketing Includes bibliographical references (p. 71-89) Sales promotion Sales-promotion (DE-588)4076968-9 gnd rswk-swf Sales-promotion (DE-588)4076968-9 s DE-604 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015612578&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015612578&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
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