• DOI:10.1287/MKSC.20.1.1.10197
Corpus ID: 28740021

The Category-Demand Effects of Price Promotions

@article{Nijs2000TheCE,
  title={The Category-Demand Effects of Price Promotions},
  author={V. Nijs and M. Dekimpe and Jan-Benedict E. M. Steenkamps and Dominique M. Hanssens},
  journal={International Marketing Review},
  year={2000}
}

• V. Nijs, M. Dekimpe, +1 author Dominique M. Hanssens
• Published 2000
• Economics
• International Marketing Review

Although price promotions have increased in both commercial use and quantity of academic research over the last decade, most of the attention has been focused on their effects on brand choice and brand sales. By contrast, little is known about the conditions under which price promotions expand short-run and long-run category demand, even though the benefits of category expansion can be substantial to manufacturers and retailers alike. This paper studies the category-demand effects of… Expand

View via Publisher

bear.warrington.ufl.edu

Save to Library

Create Alert

Cite

Launch Research Feed