Title: Who benefits from price promotions?
Authors: Srinivasan, S
Pauwels, K
Hanssens, D
Dekimpe, Marnik #
Issue Date: Sep-2002
Publisher: Harvard business school publishing corporation
Series Title: Harvard business review vol:80 issue:9 pages:22-+
Abstract: A temporary discount can generate a lot of customer excitement, but the revenue effects can be short-lived. Price promotions commonly increase manufacturer revenue and depress retailer revenue in the short term but have no persistent effect, Promotions are tactical, not strategic, and they need to be managed that way.
ISSN: 0017-8012
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
# (joint) last author

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