Commentary—Steps Toward Mastering Trade Promotions

Michael W. Kruger
Additional contact information
Michael W. Kruger: SAMI/Burke, Inc.

Marketing Science, 1987, vol. 6, issue 2, 147-149

Abstract: The papers by Abraham and Lodish (Abraham, M. M., L. M. Lodish. 1987. Promoter: An automated promotion evaluation system. 101–123.) and Blattberg and Levin (Blattberg, R. C., A. Levin. 1987. Modelling the effectiveness and profitability of trade promotions. 124–146.) represent steps toward developing sufficient theory, sufficient algorithms, and sufficient data to manage the large expenditures trade promotions represent. In this comment, I'll focus on the stylistic differences in the two approaches, discuss the barriers to implementation within manufacturers, and comment on enhancements.

Date: 1987
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://dx.doi.org/10.1287/mksc.6.2.147 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:6:y:1987:i:2:p:147-149

Access Statistics for this article

More articles in Marketing Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().