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A Brand's Advertising and Promotion Allocation Strategy: The Role of the Manufacturer's Relationship with Distributors as Moderated by Relative Market Share

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  • Anselmi, Kenneth

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  • Anselmi, Kenneth, 2000. "A Brand's Advertising and Promotion Allocation Strategy: The Role of the Manufacturer's Relationship with Distributors as Moderated by Relative Market Share," Journal of Business Research, Elsevier, vol. 48(2), pages 113-122, May.
    • Handle: RePEc:eee:jbrese:v:48:y:2000:i:2:p:113-122
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    1. Robert C. Blattberg & Richard Briesch & Edward J. Fox, 1995. "How Promotions Work," Marketing Science, INFORMS, vol. 14(3_supplem), pages 122-132.
    2. Scott A. Neslin & Stephen G. Powell & Linda Schneider Stone, 1995. "The Effects of Retailer and Consumer Response on Optimal Manufacturer Advertising and Trade Promotion Strategies," Management Science, INFORMS, vol. 41(5), pages 749-766, May.
    3. Varadarajan, Poondi & Dillon, William R., 1982. "Intensive growth strategies : A closer examination," Journal of Business Research, Elsevier, vol. 10(4), pages 503-522, December.
    4. Patrick J. Kaufmann & Louis W. Stern, 1988. "Relational Exchange Norms, Perceptions of Unfairness, and Retained Hostility in Commercial Litigation," Journal of Conflict Resolution, Peace Science Society (International), vol. 32(3), pages 534-552, September.
    5. Robert C. Blattberg & Alan Levin, 1987. "Modelling the Effectiveness and Profitability of Trade Promotions," Marketing Science, INFORMS, vol. 6(2), pages 124-146.
    6. Ruth N. Bolton, 1989. "The Relationship Between Market Characteristics and Promotional Price Elasticities," Marketing Science, INFORMS, vol. 8(2), pages 153-169.
    7. Zerrillo, Philip & lacobucci, Dawn, 1995. "Trade promotions: A call for a more rational approach," Business Horizons, Elsevier, vol. 38(4), pages 69-76.
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    Cited by:

    1. Jagpal, Sharan & Spiegel, Menahem, 2011. "Free samples, profits, and welfare: The effect of market structures and behavioral modes," Journal of Business Research, Elsevier, vol. 64(2), pages 213-219, February.
    2. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    3. Majid M. Goaill & Selvan Perumal & Nor Azila M. Noor, 2013. "The Moderating Effect of Strength of Manufacturer's Brands on the Relationship between Retailer’s Relationship Satisfaction and Commitment: A Theoretical Model," International Review of Management and Marketing, Econjournals, vol. 3(3), pages 93-101.
    4. Yanhui Zhao & Roger J. Calantone & Clay M. Voorhees, 2018. "Identity change vs. strategy change: the effects of rebranding announcements on stock returns," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 795-812, September.
    5. Ying-Jiuan Wong & Chi-Feng Wang, 2018. "Is an overconfident CEO good for advertising investments?," Australian Journal of Management, Australian School of Business, vol. 43(3), pages 439-455, August.

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