How Promotions Work

Robert C. Blattberg, Richard Briesch and Edward J. Fox
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Robert C. Blattberg: Northwestern University
Richard Briesch: New York University
Edward J. Fox: Northwestern University

Marketing Science, 1995, vol. 14, issue 3_supplement, G122-G132

Abstract: By synthesizing findings across the sales promotion literature, this article helps the reader understand how promotions work. We identify and explain empirical generalizations related to sales promotion; that is, effects that have been found consistently in multiple studies involving different researchers. We also identify issues which have generated conflicting findings in the research, as well as important sales promotion topics that have not yet been studied. This overview of the research and findings from the sales promotion literature is intended to offer direction for future research in the area.

Keywords: sales promotion; retailer promotions; trade promotion; empirical generalizations (search for similar items in EconPapers)
Date: 1995
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Citations: View citations in EconPapers (149)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:14:y:1995:i:3_supplement:p:g122-g132

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