HOW PROMOTIONS WORK

被引：329

作者：

BLATTBERG, RC ^{[1
]}

BRIESCH, R ^{[1
]}

FOX, EJ ^{[1
]}

机构：

[1] NYU,LEONARD N STERN SCH BUSINESS,NEW YORK,NY

来源：

MARKETING SCIENCE | 1995年 / 14卷 / 03期

关键词：

SALES PROMOTION; RETAILER PROMOTIONS; TRADE PROMOTION; EMPIRICAL GENERALIZATIONS;

D O I：

10.1287/mksc.14.3.G122

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

By synthesizing findings across the sales promotion literature, this article helps the reader understand how promotions work. We identify and explain empirical generalizations related to sales promotion; that is, effects that have been found consistently in multiple studies involving different researchers. We also identify issues which have generated conflicting findings in the research, as well as important sales promotion topics that have not yet been studied. This overview of the research and findings from the sales promotion literature is intended to offer direction for future research in the area.

引用

页码：G122 / G132

页数：11

共 53 条

[1] THE INFLUENCE OF PRIOR BELIEFS, FREQUENCY CUES, AND MAGNITUDE CUES ON CONSUMERS PERCEPTIONS OF COMPARATIVE PRICE DATA [J].