Subject Index
 

This article describes 'Shopper Impact', a research tool for testing in-store promotion and marketing activity, based on virtual simulation. It starts with a report from a survey showing the extent to ...

Edward Garner discusses the value of sales promotion in brand building. His work is focused on deep price cut promotions and he asks 'do they work?' He examines some marketing objectives which sales ...

This article describes analysis of the Adlab single-source database to investigate the impact of promotions on fmcg purchases. The report compares categories in terms of promotion use; looks at time t ...

The author explains why truly global advertising is relatively limited and will be for some time. It shares some research findings to offer insight into which success factors are genuinely 'internati ...

Understanding and evaluating the impact of promotional strategies remains one of the fundamental, interesting, and challenging jobs that a manager faces. Nevertheless, research offers little by way of ...

Considering the importance of consumer sales promotions in the marketing mix of many consumer products throughout the world, there is a notable lack of research devoted to examining consumer response ...

A study of consumer sales promotion practices of consumer goods producing companies in Turkey. The development of sales promotion methods globally and in Turkey during the last few years is summarised ...

The study is based on research carried out in Taiwan, Thailand and Malaysia into various types of promotions including the use of coupons, price orientated promotions and sweepstakes. It covers attit ...

The article examines whether brand-switching elasticities derived from logit choice models are overestimated as a result of a rational consumer adjustment of purchase timed to coincide with promotion ...

To what extent do price promotions have a long-term effect on the components of brand sales – category incidence, brand choice, and purchase quantity? Persistence modelling on weekly sales data of a p ...

The importance of consistency in the marketing mix is widely regarded as a key principle. The authors focus on particular aspects of such consistency over time in the context of frequently purchased p ...

Conventional wisdom suggests that the main effect of price promotion is on brand switching (i.e.. secondary demand). Recent studies demonstrate that the primary demand expansion effect can be consider ...

The authors examine synergies between different types of promotions, including interactions among feature advertising, display, price promotions, and the price-quality tier of the brand. The authors f ...

Although brands have increased their promotional spending substantially in many categories over the past decade, panel-based research into consumer stockpiling behaviour has typically assumed that con ...