Price promotions and retail store profitability: The influenece of direct substitutes, close substitutes, and complementary goods

Date

1996-12

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

Citation