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Trade promotions: A call for a more rational approach

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  • Zerrillo, Philip
  • lacobucci, Dawn

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  • Zerrillo, Philip & lacobucci, Dawn, 1995. "Trade promotions: A call for a more rational approach," Business Horizons, Elsevier, vol. 38(4), pages 69-76.
    • Handle: RePEc:eee:bushor:v:38:y:1995:i:4:p:69-76
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    Cited by:

    1. Anselmi, Kenneth, 2000. "A Brand's Advertising and Promotion Allocation Strategy: The Role of the Manufacturer's Relationship with Distributors as Moderated by Relative Market Share," Journal of Business Research, Elsevier, vol. 48(2), pages 113-122, May.
    2. Pan, Kewen & Lai, K.K. & Liang, L. & Leung, Stephen C.H., 2009. "Two-period pricing and ordering policy for the dominant retailer in a two-echelon supply chain with demand uncertainty," Omega, Elsevier, vol. 37(4), pages 919-929, August.
    3. Sandra Mottner & Steven H. Smith & T. J. Olney, 2011. "Trade Promotions and Suppliers' Market Power," American Journal of Economics and Business Administration, Science Publications, vol. 3(3), pages 460-472, September.
    4. Jagmohan Raju & Z. John Zhang, 2005. "Channel Coordination in the Presence of a Dominant Retailer," Marketing Science, INFORMS, vol. 24(2), pages 254-262, February.
    5. Kogan, Konstantin & Herbon, Avi, 2008. "A supply chain under limited-time promotion: The effect of customer sensitivity," European Journal of Operational Research, Elsevier, vol. 188(1), pages 273-292, July.

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