Who benefits from price promotions?

Business Strategy Review

Volumn 7, Issue 4, 1996, Pages 41-48

  Hardie, Bruce ^a  

^a LONDON BUSINESS SCHOOL   (United Kingdom)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85019410555     PISSN: 09556419     EISSN: 14678616     Source Type: Journal    
DOI: 10.1111/j.1467-8616.1996.tb00141.x     Document Type: Article

References (7)

1. Abraham, Magid and Leonard Lodish (1990), Getting the Most Out of Advertising and Promotion, Harvard Business Review, 69 (May-June), 50–60.
2. Barwise, Patrick (1995), Marketing Today and Tomorrow, Business Strategy Review, 6 (Spring), 45–59.
3. Blattberg, Robert and Scott Neslin (1990), Sales Promotion: Concepts, Methods, and Strategies, Englewood Cliffs, NJ : Prentice Hall.
4. Business Week (1996), Make it Simple, September 9, 56–61.
5. Buzzell, Robert, John Quelch, and Walter Salmon (1990), The Costly Bargain of Trade Promotions, Harvard Business Review, 69 (March-April).
6. Hardie, Bruce and Patrick Barwise (1996), Consumer Promotions: Taming the Multibuy Dragon, London Business School Working Paper.
7. ITV (1996), Real versus Discount Marketing, Presentation given at BAFTA, 17th July.