Measuring the True Profitability of Sales Promotions |
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Authors: | Peter Doyle John Saunders |
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Affiliation: | 1.University of Warwick, |
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Abstract: | The effectiveness of a promotional campaign is often exaggerated because managers ignore consumer expectations or lead effects. In a case study, these lead effects are analysed using a system dynamics model, autoregressive time-series analysis and econometric techniques. |
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