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}
}
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
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