Quantifying and improving promotion effectiveness at CVS

Marketing Science

Volumn 26, Issue 4, 2007, Pages 566-575

  Ailawadi, Kusum L ^a   Harlam, Bari A ^b   César, Jacques ^c   Trounce, David ^d  

^a DARTMOUTH COLLEGE   (United States)

^b CVS Caremark   (United States)

^c Mercer Management Consulting   (United Kingdom)

^d Mercer   (United States)

Author keywords

Promotion profitability; Retail promotion impact; Retail promotions

Indexed keywords

EID: 38549085720     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1060.0245     Document Type: Article

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