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Using price discrimination theory to plan promotions

Author

Listed:
  • Ronald B. Larson

    (The Retail Food Industry Center, University of Minnesota, 1994 Buford Avenue, St. Paul, MN 55108-6040)

Abstract

Serious mistakes can be made by agribusiness marketers if they ignore the potential leakages between segments when they plan price promotions. The model illustrated in this paper considers leakages along with communication spending and nonparticipation by potential buyers to find the optimal list and discount prices for a promotion. © 1997 John Wiley & Sons, Inc.

Suggested Citation

  • Ronald B. Larson, 1997. "Using price discrimination theory to plan promotions," Agribusiness, John Wiley & Sons, Ltd., vol. 13(4), pages 401-408.
    • Handle: RePEc:wly:agribz:v:13:y:1997:i:4:p:401-408
    DOI: 10.1002/(SICI)1520-6297(199707/08)13:4<401::AID-AGR6>3.0.CO;2-2
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    Cited by:

    1. Gregory K. Price & John M. Connor, 2003. "Modeling coupon values for ready-to-eat breakfast cereals," Agribusiness, John Wiley & Sons, Ltd., vol. 19(2), pages 223-243.
    2. Amoy X. Yang, 2019. "Price differentiation model: its challenges and solutions," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(2), pages 123-132, April.
    3. Larson, Ronald B., 1997. "Key Developments In The Food Distribution System," Working Papers 14350, University of Minnesota, The Food Industry Center.

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