The proper interpretation of sales promotion effects: Supplement elasticities with absolute sales effects

Applied Stochastic Models in Business and Industry

Volumn 21, Issue 4-5, 2005, Pages 407-408

  Van Heerde, Harald J ^a  

^a TILBURG UNIVERSITY   (Netherlands)

Author keywords

[No Author keywords available]

Indexed keywords

ELASTICITY; ERROR ANALYSIS; ESTIMATION; INDUSTRIAL MANAGEMENT; MARKETING; RELIABILITY;

CROSS-ITEM EFFECTS; SALES EFFECTS; SALES PROMOTIONS; STANDARD ERRORS;

SALES;

EID: 24144432934     PISSN: 15241904     EISSN: None     Source Type: Journal    
DOI: 10.1002/asmb.580     Document Type: Review

References (5)

1. Nijs V, DeKimpe MG, Steenkamp JBEM, Hanssens DM. The category demand effects of price promotions. Marketing Science 2001; 20(1):1-22.
2. Bawa K, Shoemaker S. The effects of free sample promotions on incremental brand sales. Marketing Science 2004; 23(3):345-363.
3. Van Heerde HJ, Leeflang PSH, Wittink DR. Decomposing the sales promotion bump with store data. Marketing Science 2004; 23(3):317-334.
4. Van Heerde HJ, Gupta S, Wittink DR. Is 75% of the sales promotion bump due to brand switching? No, only 33% is. Journal of Marketing Research 2003; 40(4):481-491.
5. Van Dijk A. Studies in local marketing. Doctoral Dissertation, University of Groningen, Labyrint Publications: Ridderkerk, The Netherlands, 2004.