HOW PROMOTIONS WORK

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

Chapter 10 in Perspectives on Promotion and Database Marketing:The Collected Works of Robert C Blattberg, 2010, pp 157-167 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractBy 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: Quantitative Marketing; Tracker Model; Customer Level Data; Marketing-Mix Modeling (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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