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Measuring the True Profitability of Sales Promotions

 

作者: DoylePeter,   SaundersJohn,  

 

期刊: Journal of the Operational Research Society  （Taylor Available online 1986）
卷期: Volume 37, issue 10  

页码: 955-965

 

ISSN:0160-5682

 

年代: 1986

 

DOI:10.1057/jors.1986.164

 

出版商: Taylor&Francis

 

关键词: autoregressive;econometrics;marketing;sales promotion;system dynamics;time-series analysis

 

数据来源: Taylor

 

摘要:

AbstractThe effectiveness of a promotional campaign is often exaggerated because managers ignore consumer expectations or lead effects. In a case study, these lead effects are analysed using a system dynamics model, autoregressive time-series analysis and econometric techniques.

 

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