Managing Advertising and Promotion for Long-Run Profitability
Author
Abstract
Suggested Citation
DOI: 10.1287/mksc.18.1.1
Download full text from publisher
References listed on IDEAS
- Robert C. Blattberg & Richard Briesch & Edward J. Fox, 1995. "How Promotions Work," Marketing Science, INFORMS, vol. 14(3_supplem), pages 122-132.
- Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "The Persistence of Marketing Effects on Sales," Marketing Science, INFORMS, vol. 14(1), pages 1-21.
- Leonard M. Lodish & Magid M. Abraham & Jeanne Livelsberger & Beth Lubetkin & Bruce Richardson & Mary Ellen Stevens, 1995. "A Summary of Fifty-Five In-Market Experimental Estimates of the Long-Term Effect of TV Advertising," Marketing Science, INFORMS, vol. 14(3_supplem), pages 133-140.
- Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
- Gurumurthy Kalyanaram & Russell S. Winer, 1995. "Empirical Generalizations from Reference Price Research," Marketing Science, INFORMS, vol. 14(3_supplem), pages 161-169.
- Lung-Fei Lee, 1982. "Some Approaches to the Correction of Selectivity Bias," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 49(3), pages 355-372.
- Lakshman Krishnamurthi & S. P. Raj, 1988. "A Model of Brand Choice and Purchase Quantity Price Sensitivities," Marketing Science, INFORMS, vol. 7(1), pages 1-20.
- Heckman, James, 2013.
"Sample selection bias as a specification error,"
Applied Econometrics, Russian Presidential Academy of National Economy and Public Administration (RANEPA), vol. 31(3), pages 129-137.
- Heckman, James J, 1979. "Sample Selection Bias as a Specification Error," Econometrica, Econometric Society, vol. 47(1), pages 153-161, January.
- Dubin, Jeffrey A & McFadden, Daniel L, 1984. "An Econometric Analysis of Residential Electric Appliance Holdings and Consumption," Econometrica, Econometric Society, vol. 52(2), pages 345-362, March.
- Lee, Lung-Fei & Trost, Robert P., 1978. "Estimation of some limited dependent variable models with application to housing demand," Journal of Econometrics, Elsevier, vol. 8(3), pages 357-382, December.
- Anil Kaul & Dick R. Wittink, 1995. "Empirical Generalizations About the Impact of Advertising on Price Sensitivity and Price," Marketing Science, INFORMS, vol. 14(3_supplem), pages 151-160.
- Robert P. Leone, 1995. "Generalizing What Is Known About Temporal Aggregation and Advertising Carryover," Marketing Science, INFORMS, vol. 14(3_supplem), pages 141-150.
Most related items
These are the items that most often cite the same works as this one and are cited by the same works as this one.- David R. Bell & Jeongwen Chiang & V. Padmanabhan, 1999. "The Decomposition of Promotional Response: An Empirical Generalization," Marketing Science, INFORMS, vol. 18(4), pages 504-526.
- Gilpin, Gregory A., 2011. "Reevaluating the effect of non-teaching wages on teacher attrition," Economics of Education Review, Elsevier, vol. 30(4), pages 598-616, August.
- François Bourguignon & Martin Fournier & Marc Gurgand, 2007.
"Selection Bias Corrections Based On The Multinomial Logit Model: Monte Carlo Comparisons,"
Journal of Economic Surveys, Wiley Blackwell, vol. 21(1), pages 174-205, February.
- François Bourguignon & Martin Fournier & Marc Gurgand, 2004. "Selection Bias Corrections Based on the Multinomial Logit Model: Monte-Carlo Comparisons," DELTA Working Papers 2004-20, DELTA (Ecole normale supérieure).
- François Bourguignon & Marc Gurgand & Martin Fournier, 2007. "Selection bias corrections based on the multinomial logit model: Monte Carlo comparisons," PSE-Ecole d'économie de Paris (Postprint) halshs-00201372, HAL.
- François Bourguignon & Marc Gurgand & Martin Fournier, 2007. "Selection bias corrections based on the multinomial logit model: Monte Carlo comparisons," Post-Print halshs-00201372, HAL.
- Rodríguez Hernández, José E. & Barrios García, Javier A., 2007. "Estimación Microeconométrica de la Tenencia y Demanda de Vivienda en España según la Localización/Microeconometric Estimation of Tenune and Housing Demand in Spain Accoding to Location," Estudios de Economia Aplicada, Estudios de Economia Aplicada, vol. 25, pages 453-484, Abril.
- Eric T. Anderson & Duncan I. Simester, 2004. "Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies," Marketing Science, INFORMS, vol. 23(1), pages 4-20, February.
- Dawes, John G., 2012. "Brand-Pack Size Cannibalization Arising from Temporary Price Promotions," Journal of Retailing, Elsevier, vol. 88(3), pages 343-355.
- Polachek, Solomon W., 2008.
"Earnings Over the Life Cycle: The Mincer Earnings Function and Its Applications,"
Foundations and Trends(R) in Microeconomics, now publishers, vol. 4(3), pages 165-272, April.
- Polachek, Solomon, 2007. "Earnings Over the Lifecycle: The Mincer Earnings Function and Its Applications," IZA Discussion Papers 3181, Institute of Labor Economics (IZA).
- Jean-Pierre Dubé, 2004. "Multiple Discreteness and Product Differentiation: Demand for Carbonated Soft Drinks," Marketing Science, INFORMS, vol. 23(1), pages 66-81, September.
- Ashutosh Prasad & Brian T. Ratchford & Sonika Singh, 2020. "Consumer Choice and Multi-Store Shopping: an Empirical Investigation," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 7(3), pages 74-89, October.
- Barrios García, Javier A. & Rodríguez Hernández, José E., 2008. "Housing demand in Spain according to dwelling type: Microeconometric evidence," Regional Science and Urban Economics, Elsevier, vol. 38(4), pages 363-377, July.
- Pradeep K. Chintagunta & Harikesh S. Nair, 2011. "Structural Workshop Paper --Discrete-Choice Models of Consumer Demand in Marketing," Marketing Science, INFORMS, vol. 30(6), pages 977-996, November.
- Jeffrey A. Dubin & Douglas Rivers, 1989. "Selection Bias in Linear Regression, Logit and Probit Models," Sociological Methods & Research, , vol. 18(2-3), pages 360-390, November.
- Lim, Leon Gim & Tuli, Kapil R. & Dekimpe, Marnik G., 2018. "Investors' evaluations of price-increase preannouncements," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 359-377.
- Alam Kazmi, Syed Hasnain, 2015. "Developments in Promotion Strategies Review on Psychological Streams of Consumers," MPRA Paper 65424, University Library of Munich, Germany, revised 05 May 2015.
- Mansur, Erin T. & Mendelsohn, Robert & Morrison, Wendy, 2008. "Climate change adaptation: A study of fuel choice and consumption in the US energy sector," Journal of Environmental Economics and Management, Elsevier, vol. 55(2), pages 175-193, March.
- Gregory Gilpin, 2009. "Reevaluating the Effect of Non-Teaching Wages on Teacher Attrition," CAEPR Working Papers 2009-022, Center for Applied Economics and Policy Research, Department of Economics, Indiana University Bloomington.
- Rapaport, Carol, 1997. "Housing Demand and Community Choice: An Empirical Analysis," Journal of Urban Economics, Elsevier, vol. 42(2), pages 243-260, September.
- Sang Yong Kim & Richard Staelin, 1999. "Manufacturer Allowances and Retailer Pass-Through Rates in a Competitive Environment," Marketing Science, INFORMS, vol. 18(1), pages 59-76.
- Moon, Sangkil & Voss, Glenn, 2009. "How do price range shoppers differ from reference price point shoppers?," Journal of Business Research, Elsevier, vol. 62(1), pages 31-38, January.
- Vincent R. Nijs & Marnik G. Dekimpe & Jan-Benedict E.M. Steenkamps & Dominique M. Hanssens, 2001. "The Category-Demand Effects of Price Promotions," Marketing Science, INFORMS, vol. 20(1), pages 1-22, September.
More about this item
Keywords
Long-Term Effects; Promotions; Advertising; Price Sensitivity; Scanner Data; Choice; Purchase Quantity; Switching Regression;All these keywords.
Statistics
Access and download statisticsCorrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:18:y:1999:i:1:p:1-22. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.