TITLE

HOW PROMOTIONS WORK

AUTHOR(S)
Blattberg, Robert C.; Briesch, Richard; Fox, Edward J.
PUB. DATE
June 1995
SOURCE
Marketing Science;1995 Part 2 of 2, Vol. 14 Issue 3, pG122
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
By synthesizing findings across the sales promotion literature, this article helps the reader understand how promotions work. We identify and explain empirical generalizations related to sales promotion; that is, effects that have been found consistently in multiple studies involving different researchers. We also identify issues which have generated conflicting findings in the research, as well as important sales promotion topics that have not yet been studied. This overview of the research and findings from the sales promotion literature is intended to offer direction for future research in the area.
ACCESSION #
4477254

 

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