Price promotions and retail store profitability: The influenece of direct substitutes, close substitutes, and complementary goods
Date
1996-12
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Texas Tech University
Abstract
Three primary goals guide this research: (1) to increase our understanding of the range of product substimtions that occurs during price promotions, (2) to bridge the gap between the smdy of substimtion effects and substimtion effects occurring during price promotions, (3) to offer more guidance to retailers in planning price promotions.
Description
Keywords
Industrialists, Advertising, Sales promotion, Marketing, Retail trade