Channel Pass-Through of Trade Promotions

  title={Channel Pass-Through of Trade Promotions},
  author={Vincent R. Nijs and Kanishka Misra and Eric T. Anderson and Karsten Hansen and Lakshman Krishnamurthi},
  journal={Marketing Science},
P goods manufacturers spend in excess of $75 billion annually on trade promotions, even though their effectiveness has been hotly debated by academics and practitioners for decades. One reason for this ongoing debate is that empirical research has been limited mostly to case studies, managerial surveys, and data from one or two supermarket chains in a single market. In this paper, we assemble a unique data set containing information on prices, quantities, and promotions throughout the entire… CONTINUE READING

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