How do Promotions Work? New Evaluations by Linking Scanning Analyses and Single Source Household Panel Data - A Case History
Klaus BrneA.C. Nielsen GmbH, Germany
INTRODUCTION
It is not surprising that science did not succeed in developing a complex, generally accepted model for optimizing the marketing mix thus far. The interdependence between the individual marketing instruments leads to such a complex system that can only be explained - if at all - by means of theoretical assumptions that are far from reality.
Whereas measures concerning product and price policy as well as distribution policy are controllable in a way,...