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Promotion Dynamics

Author

Listed:
  • Neslin, Scott A.
  • van Heerde, Harald J.

Abstract

Promotions affect sales after the immediate sales bump. In other words, they have dynamic effects on consumer purchase behavior outside the period of the promotional offer. The objective of this monograph is to present a comprehensive overview of the various dynamic effects of promotions. We believe there is an opportunity for such a monograph since the literature on dynamic promotion effects is vast and quite scattered. There have been so many researchers who have worked in this field across decades, using very wide-ranging terminologies, methodologies and data, that we believe there is a need to catalogue the current state of affairs. To keep the discussion centered on a common theme, we focus in particular on the dynamic effects of price promotions , (rather than non-price promotions) offered to consumers (rather than to the trade or to sales force).

Suggested Citation

  • Neslin, Scott A. & van Heerde, Harald J., 2009. "Promotion Dynamics," Foundations and Trends(R) in Marketing, now publishers, vol. 3(4), pages 177-268, October.
    • Handle: RePEc:now:fntmkt:1700000010
    DOI: 10.1561/1700000010
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    Citations

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    Cited by:

    1. Revoredo-Giha, Cesar, 2015. "Retailers' Promotions: What Role Do They Play in Household Food Purchases by Degree of Food Access in Scotland?," 148th Seminar, November 30-December 1, 2015, The Hague, The Netherlands 229275, European Association of Agricultural Economists.
    2. Cairns, Georgina & Macdonald, Laura, 2016. "Stakeholder insights on the planning and development of an independent benchmark standard for responsible food marketing," Evaluation and Program Planning, Elsevier, vol. 56(C), pages 109-120.
    3. Guyt, Jonne, 2015. "Consumer choice models on the effect of promotions in retailing," Other publications TiSEM c310f652-d725-4764-aac7-b, Tilburg University, School of Economics and Management.

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