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Commentary—Steps Toward Mastering Trade Promotions

Author

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  • Michael W. Kruger

    (SAMI/Burke, Inc.)

Abstract

The papers by Abraham and Lodish (Abraham, M. M., L. M. Lodish. 1987. Promoter: An automated promotion evaluation system. 101–123.) and Blattberg and Levin (Blattberg, R. C., A. Levin. 1987. Modelling the effectiveness and profitability of trade promotions. 124–146.) represent steps toward developing sufficient theory, sufficient algorithms, and sufficient data to manage the large expenditures trade promotions represent. In this comment, I'll focus on the stylistic differences in the two approaches, discuss the barriers to implementation within manufacturers, and comment on enhancements.

Suggested Citation

  • Michael W. Kruger, 1987. "Commentary—Steps Toward Mastering Trade Promotions," Marketing Science, INFORMS, vol. 6(2), pages 147-149.
    • Handle: RePEc:inm:ormksc:v:6:y:1987:i:2:p:147-149
    DOI: 10.1287/mksc.6.2.147
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    Cited by:

    1. Xavier Drèze & David R. Bell, 2003. "Creating Win–Win Trade Promotions: Theory and Empirical Analysis of Scan-Back Trade Deals," Marketing Science, INFORMS, vol. 22(1), pages 16-39, November.

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