Sales Promotions

Kusum L. Ailawadi and Sunil Gupta

Chapter 17 in The History of Marketing Science, 2014, pp 463-497 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences

Keywords: Marketing; Marketing Science; Marketing Models; Quantitative Analysis; History of Marketing (search for similar items in EconPapers)
Date: 2014
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