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A System of Promotional Models

Author

Listed:
  • Ambar G. Rao

    (New York University)

  • Gary Lilien

    (Mobil Oil Corporation, New York, New York)

Abstract

A system of promotional-effect models developed from certain behavioral assumptions about consumer buying habits is described. The same basic model structure is shown to be applicable to several types of gasoline marketing promotions and to various nongasoline promotions as well. Parameter estimation procedures and methods for calculating the effect of simultaneous promotions are discussed. The models were developed to be used with a computerized MIS for market planning and sales forecasting and are validated using actual sales data. Included are insights into the customer buying process that were revealed during the parameter estimation and updating procedures.

Suggested Citation

  • Ambar G. Rao & Gary Lilien, 1972. "A System of Promotional Models," Management Science, INFORMS, vol. 19(2), pages 152-160, October.
    • Handle: RePEc:inm:ormnsc:v:19:y:1972:i:2:p:152-160
    DOI: 10.1287/mnsc.19.2.152
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    Cited by:

    1. Nair, Suresh K. & Tarasewich, Peter, 2003. "A model and solution method for multi-period sales promotion design," European Journal of Operational Research, Elsevier, vol. 150(3), pages 672-687, November.
    2. Davis, Joseph G. & Sundaram, David, 1995. "PETAPS: A prototype decision support system for consumer product marketing and promotion," European Journal of Operational Research, Elsevier, vol. 87(2), pages 247-256, December.
    3. Raju, Jagmohan S., 1995. "Theoretical models of sales promotions: Contributions, limitations, and a future research agenda," European Journal of Operational Research, Elsevier, vol. 85(1), pages 1-17, August.

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