Skip to main content
main-content
Top

Hint

Swipe to navigate through the articles of this issue

Published in: Marketing Review St. Gallen 3/2015

01-06-2015 | Spektrum

Sales Promotion Management in Retailing: Tasks, Benchmarks, and Future Trends

Authors: Prof. Dr. Martin Fassnacht, Dipl.-Kfm. Jerome A. Königsfeld

Published in: Marketing Review St. Gallen | Issue 3/2015

Login to get access
share
SHARE

Excerpt

There is an on-going debate in research and managerial practice on how retailers can improve the management of sales promotions, thus increasing promotion effectiveness. The authors contribute to this debate by offering a systematic process that structures the key tasks in promotion management and providing benchmarks on key promotion policies. …
Literature
go back to reference Ailawadi, K. L./ Harlam, B. A./ César, J./ Trounce, D. (2006): Promotion Profitability for a Retailer: The Role of Promotion, Brand, Category, and Store Characteristics, in: Journal of Marketing Research, 43, 4, pp. 518–535. CrossRef Ailawadi, K. L./ Harlam, B. A./ César, J./ Trounce, D. (2006): Promotion Profitability for a Retailer: The Role of Promotion, Brand, Category, and Store Characteristics, in: Journal of Marketing Research, 43, 4, pp. 518–535. CrossRef
go back to reference Ailawadi, K. L./ Harlam, B. A./ César, J./ Trounce, D. (2007): Quantifying and Improving Promotion Effectiveness at CVS, in: Marketing Science, 26, 4, pp. 566–575. CrossRef Ailawadi, K. L./ Harlam, B. A./ César, J./ Trounce, D. (2007): Quantifying and Improving Promotion Effectiveness at CVS, in: Marketing Science, 26, 4, pp. 566–575. CrossRef
go back to reference Ailawadi, K. L./ Beauchamp, J. P./ Donthu, N./ Gauri, D. K./ Shankar, V. (2009): Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research, in: Journal of Retailing, 85, 1, pp. 42–55. CrossRef Ailawadi, K. L./ Beauchamp, J. P./ Donthu, N./ Gauri, D. K./ Shankar, V. (2009): Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research, in: Journal of Retailing, 85, 1, pp. 42–55. CrossRef
go back to reference Ailawadi, K./ Gupta, S. (2014): Sales Promotions, in: Winer, R./ Neslin, S. A. (Eds.), History of Marketing Science, Singapore, pp. 463–497. CrossRef Ailawadi, K./ Gupta, S. (2014): Sales Promotions, in: Winer, R./ Neslin, S. A. (Eds.), History of Marketing Science, Singapore, pp. 463–497. CrossRef
go back to reference Albers, S./ Mantrala, M. K./ Sridhar, S. (2010): Personal Selling Elasticities: A Meta-Analysis, in: Journal of Marketing Research, 47, 5, pp. 840–853. CrossRef Albers, S./ Mantrala, M. K./ Sridhar, S. (2010): Personal Selling Elasticities: A Meta-Analysis, in: Journal of Marketing Research, 47, 5, pp. 840–853. CrossRef
go back to reference Allenby, G./ Rossi, P. (1991): Quality Perceptions and Asymmetric Switching between Brands, in: Marketing Science, 10, 3, pp. 185–204. CrossRef Allenby, G./ Rossi, P. (1991): Quality Perceptions and Asymmetric Switching between Brands, in: Marketing Science, 10, 3, pp. 185–204. CrossRef
go back to reference Bijmolt, T./Van Heerde, H./ Pieters, R. (2005): New Empirical Generalizations on the Determinants of Price Elasticity, in: Journal of Marketing Research, 42, 2, pp. 141–156. CrossRef Bijmolt, T./Van Heerde, H./ Pieters, R. (2005): New Empirical Generalizations on the Determinants of Price Elasticity, in: Journal of Marketing Research, 42, 2, pp. 141–156. CrossRef
go back to reference Fassnacht, M./ Königsfeld, J. A. (2012): Gefährlicher Flirt mit Marken, in: Werben & Verkaufen, 10, p. 26. Fassnacht, M./ Königsfeld, J. A. (2012): Gefährlicher Flirt mit Marken, in: Werben & Verkaufen, 10, p. 26.
go back to reference Gedenk, K./ Neslin, S. A./ Ailawadi, K. (2010): Sales Promotion, in: Krafft M./ Mantrala, M. K. (Eds.), Retailing in the 21st Century, Berlin/Heidelberg, pp. 393–407. CrossRef Gedenk, K./ Neslin, S. A./ Ailawadi, K. (2010): Sales Promotion, in: Krafft M./ Mantrala, M. K. (Eds.), Retailing in the 21st Century, Berlin/Heidelberg, pp. 393–407. CrossRef
go back to reference GfK (2011): Ausweg gesucht, in: Lebensmittel Zeitung (07.10.2011), p. 53. GfK (2011): Ausweg gesucht, in: Lebensmittel Zeitung (07.10.2011), p. 53.
go back to reference GfK (2012): Handzettel sind nicht zu schlagen, in: Lebensmittel Zeitung (05.10.2012), p. 39. GfK (2012): Handzettel sind nicht zu schlagen, in: Lebensmittel Zeitung (05.10.2012), p. 39.
go back to reference Grewal, D./ Ailawadi, K. L./ Gauri, D./ Hall, K./ Kopalle, P./ Robertson, J. R. (2011): Innovations in Retail Pricing and Promotions, in: Journal of Retailing, 87, 1, pp. 43–52. CrossRef Grewal, D./ Ailawadi, K. L./ Gauri, D./ Hall, K./ Kopalle, P./ Robertson, J. R. (2011): Innovations in Retail Pricing and Promotions, in: Journal of Retailing, 87, 1, pp. 43–52. CrossRef
go back to reference Kamakura, W. A./ Russell, G. J. (1989): A Probabilistic Choice Model for Market Segmentation and Elasticity Structure, in: Journal of Marketing Research, 26, 4, pp. 379–390. CrossRef Kamakura, W. A./ Russell, G. J. (1989): A Probabilistic Choice Model for Market Segmentation and Elasticity Structure, in: Journal of Marketing Research, 26, 4, pp. 379–390. CrossRef
go back to reference Kotler, P./ Keller, K. L. (2012): Marketing Management, 14th ed., Boston, MA. Kotler, P./ Keller, K. L. (2012): Marketing Management, 14th ed., Boston, MA.
go back to reference Lodish, L. M./ Mela, C. F. (2007): If Brands Are Built over Years, Why Are They Managed over Quarters?, in: Harvard Business Review, 86, 7/8, pp. 104–112. Lodish, L. M./ Mela, C. F. (2007): If Brands Are Built over Years, Why Are They Managed over Quarters?, in: Harvard Business Review, 86, 7/8, pp. 104–112.
go back to reference Macé, S./ Neslin, S. A. (2004): The Determinants of Pre- And Postpromotion Dips in Sales of Frequently Purchased Goods, in: Journal of Marketing Research, 41, 3, pp. 339–350. CrossRef Macé, S./ Neslin, S. A. (2004): The Determinants of Pre- And Postpromotion Dips in Sales of Frequently Purchased Goods, in: Journal of Marketing Research, 41, 3, pp. 339–350. CrossRef
go back to reference Neslin, S. A. (2002): Sales Promotion, in: Weitz, B./ Wensley, R. (Eds.), Handbook of Marketing, London, pp. 310–338. CrossRef Neslin, S. A. (2002): Sales Promotion, in: Weitz, B./ Wensley, R. (Eds.), Handbook of Marketing, London, pp. 310–338. CrossRef
go back to reference Pechtl, H. (2014): Preispolitik: Behavioral Pricing und Preissysteme, 2nd ed., Stuttgart. Pechtl, H. (2014): Preispolitik: Behavioral Pricing und Preissysteme, 2nd ed., Stuttgart.
go back to reference Sethuraman, R./ Tellis, G. J./ Briesch, R. A. (2011): How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities, in: Journal of Marketing Research, 48, 3, pp. 457–471. CrossRef Sethuraman, R./ Tellis, G. J./ Briesch, R. A. (2011): How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities, in: Journal of Marketing Research, 48, 3, pp. 457–471. CrossRef
go back to reference Simon, H./ Fassnacht, M. (2009): Preismanagement, 3rd ed., Wiesbaden. Simon, H./ Fassnacht, M. (2009): Preismanagement, 3rd ed., Wiesbaden.
go back to reference Van Heerde, H. J./ Gupta, S./ Wittink, D. R. (2003): Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only 33% Is, in: Journal of Marketing Research, 40, 4, pp. 481–491. CrossRef Van Heerde, H. J./ Gupta, S./ Wittink, D. R. (2003): Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only 33% Is, in: Journal of Marketing Research, 40, 4, pp. 481–491. CrossRef
go back to reference Van Heerde, H. J./ Leeflang, P. S. H./ Wittink, D. R. (2001): Semiparametric Analysis to Estimate the Deal Effect Curve, in: Journal of Marketing Research, 38, 2, pp. 197–215. CrossRef Van Heerde, H. J./ Leeflang, P. S. H./ Wittink, D. R. (2001): Semiparametric Analysis to Estimate the Deal Effect Curve, in: Journal of Marketing Research, 38, 2, pp. 197–215. CrossRef
go back to reference Zhang, J. (2006): An Integrated Choice Model Incorporating Alternative Mechanisms for Consumers’ Reactions to In-Store Display and Feature Advertising, in: Marketing Science, 25, 3, pp. 278–290. CrossRef Zhang, J. (2006): An Integrated Choice Model Incorporating Alternative Mechanisms for Consumers’ Reactions to In-Store Display and Feature Advertising, in: Marketing Science, 25, 3, pp. 278–290. CrossRef
Metadata
Title
Sales Promotion Management in Retailing: Tasks, Benchmarks, and Future Trends
Authors
Prof. Dr. Martin Fassnacht
Dipl.-Kfm. Jerome A. Königsfeld
Publication date
01-06-2015
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 3/2015
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-015-0534-4