MEASURING THE SHORT-TERM EFFECT OF IN-STORE PROMOTION AND RETAIL ADVERTISING ON BRAND SALES - A FACTORIAL EXPERIMENT

被引：84

作者：

BEMMAOR, AC ^{[1
]}

MOUCHOUX, D ^{[1
]}

机构：

[1] UNION LAITIERE NORMANDE,NEUILLY,FRANCE

来源：

JOURNAL OF MARKETING RESEARCH | 1991年 / 28卷 / 02期

关键词：

D O I：

10.2307/3172808

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：202 / 214

页数：13

共 26 条

[1] A UNIFIED APPROACH TO IDENTIFYING, ESTIMATING AND TESTING DEMAND STRUCTURES WITH AGGREGATE SCANNER DATA [J].

ALLENBY, GM .

MARKETING SCIENCE, 1989, 8 (03) :265-280

[2] EFFECTIVENESS OF RETAIL PRICE REDUCTIONS - COMPARISON FOR ALTERNATIVE EXPRESSIONS OF PRICE [J].

ANDERSON, EE .

JOURNAL OF MARKETING RESEARCH, 1974, 11 (03) :327-330

[3]

BASS FM, 1976, 583 PURD U KANN GRAD

[4]

BEMMAOR AC, 1978, THESIS PURDUE U

[5] A THEORETICAL AND EMPIRICAL-EVALUATION OF PRICE DEALS FOR CONSUMER NONDURABLES [J].

BLATTBERG, RC ;

EPPEN, GD ;

LIEBERMAN, J .

JOURNAL OF MARKETING, 1981, 45 (01) :116-129

[6] PRICE-INDUCED PATTERNS OF COMPETITION [J].

BLATTBERG, RC ;

WISNIEWSKI, KJ .

MARKETING SCIENCE, 1989, 8 (04) :291-309

[7]

BLATTBERG RC, 1988, 43 U CHIC CTR RES MA

[8]

BLATTBERG RC, 1987, 42 U CHIC CTR RES MA

[9] INCREASE IN SALES DUE TO IN-STORE DISPLAY [J].

CHEVALIER, M .

JOURNAL OF MARKETING RESEARCH, 1975, 12 (04) :426-431

[10] CONSUMER RESPONSE TO PROMOTIONAL DEALS [J].

COTTON, BC ;

BABB, EM .

JOURNAL OF MARKETING, 1978, 42 (03) :109-113

← 1 2 3 →