ISBN: 9781332284474 - a theory of consumer promotions: the model (classic reprint) (3 Ergebnisse)

PAP. Zustand: New. New Book. Shipped from UK. Established seller since 2000.

PAP. Zustand: New. New Book. Shipped from UK. Established seller since 2000.

Paperback. Zustand: New. Print on Demand. This book provides a framework to understand consumer response to sales promotions, a key driver of business decisions for decades. The author reviews existing theories and combines them with original research to create a model that accommodates complex consumer behavior, including stockpiling, switching, and a mix of the two. The model is then used to derive conditions under which various promotional strategies should be used to maximize profits. By unifying diverse strands of marketing research, this book contributes to the long-standing debate regarding the effectiveness of sales promotions. It will help marketers evaluate consumer behavior, optimally allocate resources, and make well-informed promotion decisions. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item.…