Pricing and Promotions
The Effect of Manufacturer Advertising on Consumer Prices: A Managerial OverviewJan 1, 1982 Mark S. Albion and Paul W. Farris, 1982, 82-108
Summarizes two studies on the relationship between manufacturer advertising and consumer prices.
Trade Promotion by Grocery Products Manufacturers: A Managerial PerspectiveJan 1, 1982 John A. Quelch, 1982, 82-106
Provides overview of trade promotion issues and recommendations as to how manufacturers can better manage and evaluate promotions.
Triggers to Customer Action—Some Elements in a Theory of Promotional InducementJan 1, 1981 Eugene R. Beem and H. Jay Shaffer, 1981, 81-106
Discusses what promotional inducements are, how they work in the promotion mix, and factors that affect their efficiency and effectiveness.
The Effect of Manufacturer Advertising on Retail PricingJan 1, 1981 Mark S. Albion and Paul W. Farris, 1981, 81-105
Evaluates the relationship between manufacturer advertising and retail gross margins using information on 488 brands in 51 product categories sold through a supermarket chain.
Cooperative Advertising, Its Uses and Effectiveness: Some Preliminary HypothesesJan 1, 1979 Robert F. Young, 1979, 79-112
Treats the significance of co-op advertising as both a consumer-directed and trade-oriented promotion tool.
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