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OverviewFirms spend a significant part of their marketing budgets on sales promotions. Since the impact of promotions on sales is usually immediate and strong, promotions are attractive to results-oriented managers seeking to increase sales in the short term. There are few, if any, other marketing instruments that are equally effective. Promotions also 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. Promotion Dynamics presents a comprehensive overview of the various dynamic effects of promotions. Since the literature on dynamic promotion effects is vast and quite scattered, and there have been so many researchers who have worked in this field across decades using very wide-ranging terminologies, methodologies and data, there is a need to catalogue the current state of affairs. To keep the discussion centred on a common theme, the authors 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). Promotion Dynamics has two target audiences. The first is marketing students and marketing professionals seeking insights into the dynamic effects of promotions. For this audience, the dynamic effects are illustrated with several graphs that show what has been found in the literature and indicates what managers can do with these findings. The second audience is academic researchers new to the promotions area who are interested in studying dynamic promotion effects. This audience will benefit from model equations and the literature summary but also derive inspiration from suggestions for future research. Full Product DetailsAuthor: Scott A. Neslin , Harald van HeerdePublisher: now publishers Inc Imprint: now publishers Inc Volume: 11 Dimensions: Width: 15.60cm , Height: 0.60cm , Length: 23.40cm Weight: 0.165kg ISBN: 9781601982803ISBN 10: 1601982801 Pages: 108 Publication Date: 11 November 2009 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: Out of print, replaced by POD We will order this item for you from a manufatured on demand supplier. Table of Contents1. Introduction. 2. Basic model without Dynamic Effects. 3. Stockpiling and Deceleration. 4. State Dependence. 5. Reference prices. 6. Price Sensitivity. 7. Permanent Effects. 8. Competition. References. Appendix: Details on the Promotion Dynamics SimulationReviewsAuthor InformationTab Content 6Author Website:Countries AvailableAll regions |