Sales Promotions

Karen Gedenk, Kusum L. Ailawadi and Sunil Gupta

Chapter 22 in The History of Marketing Science, 2023, pp 721-759 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:IntroductionKey DevelopmentsRetailer and Consumer Promotions: Immediate Market ResponseRetailer and Consumer Promotions: Long-Term Market ResponseRetailer Response to Trade PromotionsPromotion Planning: Optimization and TargetingDirections for Future ResearchReferences

Keywords: Marketing Science; Brand Choice; Conjoint Analysis; Innovation Diffusion; Market Structure; Stochastic Models of Buyer Behaviour; Endogeneity; Machine Learning; Field Experiments; Advertising Effectiveness; Brand Equity; Distribution Channels; Customer Relationship Management; Internet Marketing; New Products; Services Marketing; Organizational Buying Behaviour; Pricing; Sales Force; Sales Promotions; Market Segmentation (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789811272233_0022 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789811272233_0022 (text/html)
Ebook Access is available upon purchase.

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:wsi:wschap:9789811272233_0022

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().