ITEM METADATA RECORD
Title: Long-run effects of price promotions in scanner markets
Authors: Dekimpe, Marnik ×
Hanssens, DM
Silva-Risso, JM #
Issue Date: 1999
Series Title: Journal of Econometrics vol:89 (Mar/Apr) pages:269-291
Abstract: Good marketing decisions require managers' understanding of the response function relating performance measures to variations in the marketing mix. Unit-root techniques are used to address market response in evolving markets, with a focus on their response to price promotions. Evolution at the primary-demand versus selective-demand level is distinguished, and 4 consumer product categories are examined for which high-quality scanner records are available. It is found that category and brand sales are predominantly stationary, with differences in promotional impact between national and private-label brands. Even in the rare occurrence of performance evolution, the long-term effects of price promotions are not necessarily positive
ISSN: 0304-4076
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
× corresponding author
# (joint) last author

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