Skip to main content
Top

2017 | OriginalPaper | Chapter

2. Sales Promotion Models

Authors : Harald J. van Heerde, Scott A. Neslin

Published in: Handbook of Marketing Decision Models

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

Firms spend a significant part of their marketing budgets on sales promotions. Since the impact of promotions on sales is usually immediate and strong, promotions are attractive to results-oriented managers seeking to increase sales in the short term. This chapter discusses models for measuring sales promotion effects. Part I focuses on descriptive models, i.e. models that describe, analyze, and explain sales promotion phenomena. We start by discussing models for analyzing the immediate impact of promotions and decomposing the resulting sales promotion bump into a variety of sources. Next we examine what happens after the immediate bump, and describes models for measuring feedback effects, reference price effects, learning effects, permanent effects, and competitive reactions. Next we turn to descriptive models for promotions aimed at retailers (“trade promotions”), and discuss forward buying and pass-through. In Part II we discuss normative models, i.e. models that tell the decision maker what is the best (profit maximizing) decision on sales promotion activities. We cover models for planning promotions to consumers as well as decision models on trade promotions for manufacturers, and normative retailer models for optimal forward buying and pass-through. Part III concludes this chapter with a summary, practical model guidelines, and directions for future research.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Appendix
Available only for authorised users
Footnotes
1
This figure holds for temporary price cuts without feature or display support. A feature or display may increase the sales effect up to a factor 9 (Narasimhan et al. 1996).
 
2
Multinomial probit is an alternative to the logit (e.g., Jedidi et al. 1999). The advantage of the probit model is that it avoids the independence of irrelevant alternatives (IIA) assumption of logit models (see Guadagni and Little 1983). However, it does not produce a closed form for the probability of consumer choice.
 
3
It is noteworthy that there is some evidence (Abramson et al. 2000; Chiang et al. 1999) that not including choice set heterogeneity significantly distorts parameters.
 
4
This working paper was reprinted as Chap. 12 of Wieringa et al. (2011).
 
5
Another important method is “PromotionScan” (Abraham and Lodish 1993). PromotionScan is a time series approach to estimating the short-term promotion bump. It is based on the “Promoter” method (See Sect. 2.8).
 
6
Note that the final version of this paper (Steenkamp et al. 2005) does not contain these results anymore, since the journal requested the authors to focus on competitive reactions.
 
7
The 22% cannot directly be calculated from Table 2.4 in Macé and Neslin (2004) because the elasticities reported in that table are point elasticities and therefore do not exactly correspond to the 20% price cut effects calculated in that table. However, calculations using the detailed results summarized in Macé and Neslin’s Table 2.4, reveal that on average, 66.2% of the combined pre and post effect is due to post effects. Since the combined effect reported in Macé and Neslin’s Table 2.4 is 33.3% of the bump (1 − 0.667 from the last column in the table), the percentage due to postpromotion dips is 0.662 × 0.333 = 0.2204 = 22.0%.
 
8
Leeflang (2008) provides an in-depth discussion on models for competitive reactions, including structural models.
 
9
“Factory Shipments” are shipments from the manufacturer to the retailer and reflect retailer orders or manufacturer sales. Blattberg and Levin (1987) use factory shipments data. Abraham and Lodish (1987) note their method can be applied to factory shipment data as well as other data such as warehouse withdrawals.
 
10
We use the formula provided on page 129 of Besanko et al. (2005): AAC(t) = [(Retailer Purchases in t) × Wholesale price in period t) + [(Inventory at end of t − 1) − (Retail sales in t)] × AAC(t − 1)] × (Inventory at end of t)−1.
 
Literature
go back to reference Abraham, Magid M., and Leonard M. Lodish. 1987. Promoter: An automated promotion evaluation system. Marketing Science 6 (2): 101–123.CrossRef Abraham, Magid M., and Leonard M. Lodish. 1987. Promoter: An automated promotion evaluation system. Marketing Science 6 (2): 101–123.CrossRef
go back to reference Abraham, Magid M., and Leonard M. Lodish. 1993. An implemented system for improving promotion productivity using store scanner data. Marketing Science 12 (3): 248–269.CrossRef Abraham, Magid M., and Leonard M. Lodish. 1993. An implemented system for improving promotion productivity using store scanner data. Marketing Science 12 (3): 248–269.CrossRef
go back to reference Abramson, Charles, Rick L. Andrews, Imran S. Currim, and Morgan Jones. 2000. Parameter bias from unobserved effects in the multinomial logit model of consumer choice. Journal of Marketing Research 37 (4): 410–426.CrossRef Abramson, Charles, Rick L. Andrews, Imran S. Currim, and Morgan Jones. 2000. Parameter bias from unobserved effects in the multinomial logit model of consumer choice. Journal of Marketing Research 37 (4): 410–426.CrossRef
go back to reference Ailawadi, Kusum L., and Bari A. Harlam. 2009. Findings—Retailer promotion pass-through: A measure, its magnitude, and its determinants. Marketing Science 28 (4): 782–791.CrossRef Ailawadi, Kusum L., and Bari A. Harlam. 2009. Findings—Retailer promotion pass-through: A measure, its magnitude, and its determinants. Marketing Science 28 (4): 782–791.CrossRef
go back to reference Ailawadi, Kusum L., and Scott A. Neslin. 1998. The effect of promotion on consumption: Buying more and consuming it faster. Journal of Marketing Research 35 (August): 390–398. Ailawadi, Kusum L., and Scott A. Neslin. 1998. The effect of promotion on consumption: Buying more and consuming it faster. Journal of Marketing Research 35 (August): 390–398.
go back to reference Ailawadi, Kusum L., Karen Gedenk, and Scott A. Neslin. 1999. Heterogeneity and purchase event feedback in choice models: An empirical analysis with implications for model building. International Journal of Research in Marketing 16 (3): 177–198.CrossRef Ailawadi, Kusum L., Karen Gedenk, and Scott A. Neslin. 1999. Heterogeneity and purchase event feedback in choice models: An empirical analysis with implications for model building. International Journal of Research in Marketing 16 (3): 177–198.CrossRef
go back to reference Ailawadi, Kusum L., Jacques Cesar, Bari Harlam, and David Trounce. 2007a. Quantifying and improving promotion profitability at CVS. Marketing Science 26 (4): 566–575. Ailawadi, Kusum L., Jacques Cesar, Bari Harlam, and David Trounce. 2007a. Quantifying and improving promotion profitability at CVS. Marketing Science 26 (4): 566–575.
go back to reference Ailawadi, Kusum L., Karen Gedenk, Christian Lutzky, and Scott A. Neslin. 2007b. Decomposition of the sales impact of promotion-induced stockpiling. Journal of Marketing Research 44 (3): 450–467.CrossRef Ailawadi, Kusum L., Karen Gedenk, Christian Lutzky, and Scott A. Neslin. 2007b. Decomposition of the sales impact of promotion-induced stockpiling. Journal of Marketing Research 44 (3): 450–467.CrossRef
go back to reference Ailawadi, Kusum L., Karen Gedenk, Tobias Langer, Yu Ma, and Scott. A. Neslin. 2014. Consumer response to uncertain promotions: An empirical analysis of conditional rebates. International Journal of Research in Marketing 31 (1): 94–106. Ailawadi, Kusum L., Karen Gedenk, Tobias Langer, Yu Ma, and Scott. A. Neslin. 2014. Consumer response to uncertain promotions: An empirical analysis of conditional rebates. International Journal of Research in Marketing 31 (1): 94–106.
go back to reference Andrews, Rick L., Andrew Ainslie, and Imran S. Currim. 2002a. An empirical comparison of logit choice models with discrete versus continuous representations of heterogeneity. Journal of Marketing Research 39 (November): 479–487. Andrews, Rick L., Andrew Ainslie, and Imran S. Currim. 2002a. An empirical comparison of logit choice models with discrete versus continuous representations of heterogeneity. Journal of Marketing Research 39 (November): 479–487.
go back to reference Andrews, Rick L., Asim Ansari, and Imran S. Currim. 2002b. Hierarchical Bayes versus finite mixture conjoint analysis models: A comparison of fit, prediction, and partworth recovery. Journal of Marketing Research 39 (1): 87–98.CrossRef Andrews, Rick L., Asim Ansari, and Imran S. Currim. 2002b. Hierarchical Bayes versus finite mixture conjoint analysis models: A comparison of fit, prediction, and partworth recovery. Journal of Marketing Research 39 (1): 87–98.CrossRef
go back to reference Ansari, Asim, Carl F. Mela, and Scott A. Neslin. 2006. Customer channel migration. Working paper, Columbia Business School, New York. Ansari, Asim, Carl F. Mela, and Scott A. Neslin. 2006. Customer channel migration. Working paper, Columbia Business School, New York.
go back to reference Ataman, Berk, Carl. F. Mela, and Harald J. van Heerde. 2008. Building brands. Marketing Science 27 (November–December): 1036–1054. Ataman, Berk, Carl. F. Mela, and Harald J. van Heerde. 2008. Building brands. Marketing Science 27 (November–December): 1036–1054.
go back to reference Ataman, Berk, Harald J. van Heerde, and Carl. F. Mela. 2010. The long-term effect of marketing strategy on brand sales. Journal of Marketing Research 47 (5): 866–882. Ataman, Berk, Harald J. van Heerde, and Carl. F. Mela. 2010. The long-term effect of marketing strategy on brand sales. Journal of Marketing Research 47 (5): 866–882.
go back to reference Bell, David R., Jeongweng Chiang, and V. Padmanabhan. 1999. The decomposition of promotional response: An empirical generalization. Marketing Science 18 (4): 504–526.CrossRef Bell, David R., Jeongweng Chiang, and V. Padmanabhan. 1999. The decomposition of promotional response: An empirical generalization. Marketing Science 18 (4): 504–526.CrossRef
go back to reference Bell, David R., and Christian A.L. Hilber. 2006. An empirical test of the theory of sales: Do household storage constraints affect consumer and store behavior? Quantitative Marketing and Economics 4 (2): 87–117.CrossRef Bell, David R., and Christian A.L. Hilber. 2006. An empirical test of the theory of sales: Do household storage constraints affect consumer and store behavior? Quantitative Marketing and Economics 4 (2): 87–117.CrossRef
go back to reference Bell, David R., and James M. Lattin. 1998. “Shopping behavior and consumer preference for store price format: Why “large basket” shoppers prefer EDLP.” Marketing Science 17 (1): 66–88.CrossRef Bell, David R., and James M. Lattin. 1998. “Shopping behavior and consumer preference for store price format: Why “large basket” shoppers prefer EDLP.” Marketing Science 17 (1): 66–88.CrossRef
go back to reference Bell, David R., and James M. Lattin. 2000. Looking for loss aversion in scanner panel data: The confounding effect of price response heterogeneity. Marketing Science 19 (2): 185–200.CrossRef Bell, David R., and James M. Lattin. 2000. Looking for loss aversion in scanner panel data: The confounding effect of price response heterogeneity. Marketing Science 19 (2): 185–200.CrossRef
go back to reference Bell, David R., Teck-Hua Ho, and Christopher S. Tang. 1998. Determining where to shop: Fixed and variable costs of shopping. Journal of Marketing Research 35 (August): 352–369. Bell, David R., Teck-Hua Ho, and Christopher S. Tang. 1998. Determining where to shop: Fixed and variable costs of shopping. Journal of Marketing Research 35 (August): 352–369.
go back to reference Bell, David R., and James M. Lattin. 1998. “Shopping Behavior and Consumer Preference for Store Price Format: Why “Large Basket'” Shoppers Prefer EDLP.” Marketing Science 17 (1): 66–88. Bell, David R., and James M. Lattin. 1998. “Shopping Behavior and Consumer Preference for Store Price Format: Why “Large Basket'” Shoppers Prefer EDLP.” Marketing Science 17 (1): 66–88.
go back to reference Ben-Akiva, Moshe, and Steven R. Lerman. 1991. Discrete choice analysis. Cambridge, MA: MIT Press. Ben-Akiva, Moshe, and Steven R. Lerman. 1991. Discrete choice analysis. Cambridge, MA: MIT Press.
go back to reference Berry, Steven, James Levinsohn, and Ariel Pakes. 1995. Automobile prices in market equilibrium. Econometrica 63 (4): 841–890.CrossRef Berry, Steven, James Levinsohn, and Ariel Pakes. 1995. Automobile prices in market equilibrium. Econometrica 63 (4): 841–890.CrossRef
go back to reference Besanko, David, Sachin Gupta, and Dipak Jain. 1998. Logit demand estimation under competitive pricing behavior: An equilibrium framework. Management Science 44 (11, Part 1 of 2): 1533–1547. Besanko, David, Sachin Gupta, and Dipak Jain. 1998. Logit demand estimation under competitive pricing behavior: An equilibrium framework. Management Science 44 (11, Part 1 of 2): 1533–1547.
go back to reference Besanko, David, Jean-Pierre Dubé, and Sachin Gupta. 2005. Own-brand and cross-brand retail pass-through. Marketing Science 24 (1): 123–137.CrossRef Besanko, David, Jean-Pierre Dubé, and Sachin Gupta. 2005. Own-brand and cross-brand retail pass-through. Marketing Science 24 (1): 123–137.CrossRef
go back to reference Bijmolt, Tammo H.A., Harald J. Van Heerde, and Rik G.M. Pieters. 2005. New empirical generalizations on the determinants of price elasticity. Journal of Marketing Research 42 (May): 141–156. Bijmolt, Tammo H.A., Harald J. Van Heerde, and Rik G.M. Pieters. 2005. New empirical generalizations on the determinants of price elasticity. Journal of Marketing Research 42 (May): 141–156.
go back to reference Blattberg, Robert C., and John Deighton. 1991. Interactive marketing: Exploiting the age of addressability. Sloan Management Review 33 (1): 21–32. Blattberg, Robert C., and John Deighton. 1991. Interactive marketing: Exploiting the age of addressability. Sloan Management Review 33 (1): 21–32.
go back to reference Blattberg, Robert C., and Alan Levin. 1987. Modelling the effectiveness and profitability of trade promotions. Marketing Science 6 (2): 124–146.CrossRef Blattberg, Robert C., and Alan Levin. 1987. Modelling the effectiveness and profitability of trade promotions. Marketing Science 6 (2): 124–146.CrossRef
go back to reference Blattberg, Robert C., and Scott A. Neslin. 1990. Sales promotion, concepts, methods and strategies. Englewood Cliffs, New Jersey: Prentice Hall. Blattberg, Robert C., and Scott A. Neslin. 1990. Sales promotion, concepts, methods and strategies. Englewood Cliffs, New Jersey: Prentice Hall.
go back to reference Blattberg, Robert C., Richard Briesch, and Edward J. Fox. 1995. How promotions work. Marketing Science 14 (3, Part 2 of 2): g122–g132. Blattberg, Robert C., Richard Briesch, and Edward J. Fox. 1995. How promotions work. Marketing Science 14 (3, Part 2 of 2): g122–g132.
go back to reference Bodapati, Anand V., and Sachin Gupta. 2004. The recoverability of segmentation structure from store-level aggregate data. Journal of Marketing Research 41 (August): 351–364. Bodapati, Anand V., and Sachin Gupta. 2004. The recoverability of segmentation structure from store-level aggregate data. Journal of Marketing Research 41 (August): 351–364.
go back to reference Bodapati, Anand V., and V. Srinivasan. 2006. The impact of feature advertising on customer store choice. Working paper, Stanford Graduate School of Business. Bodapati, Anand V., and V. Srinivasan. 2006. The impact of feature advertising on customer store choice. Working paper, Stanford Graduate School of Business.
go back to reference Breugelmans, Els, and Katia Campo. 2011. Effectiveness of in-store displays in a virtual store environment. Journal of Retailing 87 (1): 75–89.CrossRef Breugelmans, Els, and Katia Campo. 2011. Effectiveness of in-store displays in a virtual store environment. Journal of Retailing 87 (1): 75–89.CrossRef
go back to reference Briesch, Richard A., Lakshman Krishnamurthi, Tridib Mazumdar, and S.P. Raj. 1997. A comparative analysis of reference price models. Journal of Consumer Research 24 (September): 202–214. Briesch, Richard A., Lakshman Krishnamurthi, Tridib Mazumdar, and S.P. Raj. 1997. A comparative analysis of reference price models. Journal of Consumer Research 24 (September): 202–214.
go back to reference Bucklin, Randolph E., and James M. Lattin. 1992. A model of product category competition among grocery retailers. Journal of Retailing 68 (3): 271–293. Bucklin, Randolph E., and James M. Lattin. 1992. A model of product category competition among grocery retailers. Journal of Retailing 68 (3): 271–293.
go back to reference Bucklin, Randolph E., Sunil Gupta, and S. Siddarth. 1998. Determining segmentation in sales response across consumer purchase behaviors. Journal of Marketing Research 35 (May): 189–197. Bucklin, Randolph E., Sunil Gupta, and S. Siddarth. 1998. Determining segmentation in sales response across consumer purchase behaviors. Journal of Marketing Research 35 (May): 189–197.
go back to reference Burmester, Alexa B., Jan U. Becker, Harald J. van Heerde, and Michel Clement. 2015. Pre- and post-launch effects of publicity and advertising on sales. International Journal of Research in Marketing. Burmester, Alexa B., Jan U. Becker, Harald J. van Heerde, and Michel Clement. 2015. Pre- and post-launch effects of publicity and advertising on sales. International Journal of Research in Marketing.
go back to reference Chan, Tat, Chakravarthi Narasimhan, and Qin Zhang. 2008. Decomposing promotional effects with a dynamic structural model of flexible consumption. Journal of Marketing Research 45 (August): 487–498. Chan, Tat, Chakravarthi Narasimhan, and Qin Zhang. 2008. Decomposing promotional effects with a dynamic structural model of flexible consumption. Journal of Marketing Research 45 (August): 487–498.
go back to reference Chang, Kwangpil, S. Siddarth, and Charles B. Weinberg. 1999. The impact of heterogeneity in purchase timing and price responsiveness on estimates of sticker shock effects. Marketing Science 18 (2): 178–192.CrossRef Chang, Kwangpil, S. Siddarth, and Charles B. Weinberg. 1999. The impact of heterogeneity in purchase timing and price responsiveness on estimates of sticker shock effects. Marketing Science 18 (2): 178–192.CrossRef
go back to reference Chiang, Jeongwen. 1991. A simultaneous approach to the whether, what and how much to buy questions. Marketing Science 10 (4): 297–315.CrossRef Chiang, Jeongwen. 1991. A simultaneous approach to the whether, what and how much to buy questions. Marketing Science 10 (4): 297–315.CrossRef
go back to reference Chiang, Jeongwen, Siddhartha Chib, and Chakravarthi Narasimhan. 1999. Markov Chain Monte Carlo and models of consideration set and parameter heterogeneity. Journal of Econometrics 89 (1–2): 223–248. Chiang, Jeongwen, Siddhartha Chib, and Chakravarthi Narasimhan. 1999. Markov Chain Monte Carlo and models of consideration set and parameter heterogeneity. Journal of Econometrics 89 (1–2): 223–248.
go back to reference Chib, Siddhartha, P.B. Seetharaman, and Andrei Strijnev. 2004. Model of brand choice with a no-purchase option calibrated to scanner-panel data. Journal of Marketing Research 41 (May): 184–196. Chib, Siddhartha, P.B. Seetharaman, and Andrei Strijnev. 2004. Model of brand choice with a no-purchase option calibrated to scanner-panel data. Journal of Marketing Research 41 (May): 184–196.
go back to reference Chintagunta, Pradeep K. 1993. Investigating purchase incidence, brand choice, and purchase quantity decisions of households. Marketing Science 12 (2): 184–208.CrossRef Chintagunta, Pradeep K. 1993. Investigating purchase incidence, brand choice, and purchase quantity decisions of households. Marketing Science 12 (2): 184–208.CrossRef
go back to reference Chintagunta, Pradeep K. 2001. Endogeneity and heterogeneity in a probit demand model: Estimation using aggregate data. Marketing Science 20 (4): 442–456.CrossRef Chintagunta, Pradeep K. 2001. Endogeneity and heterogeneity in a probit demand model: Estimation using aggregate data. Marketing Science 20 (4): 442–456.CrossRef
go back to reference Chintagunta, Pradeep K., Dipak C. Jain, and Naufel J. Vilcassim. 1991. “Investigating heterogeneity in brand preferences in logit models for panel data.” Journal of Marketing Research 28 (4): 417–428.CrossRef Chintagunta, Pradeep K., Dipak C. Jain, and Naufel J. Vilcassim. 1991. “Investigating heterogeneity in brand preferences in logit models for panel data.” Journal of Marketing Research 28 (4): 417–428.CrossRef
go back to reference Chintagunta, Pradeep K., and Jean-Pierre Dubé. 2005. Estimating a stockkeeping-unit-level brand choice model that combines household panel data and store data. Journal of Marketing Research 42 (August): 368–379. Chintagunta, Pradeep K., and Jean-Pierre Dubé. 2005. Estimating a stockkeeping-unit-level brand choice model that combines household panel data and store data. Journal of Marketing Research 42 (August): 368–379.
go back to reference Datta, Hannes, Bram Foubert, and Harald J. van Heerde. 2015. The challenge of retaining customers acquired by free trials. Journal of Marketing Research 52 (April): 217–234. Datta, Hannes, Bram Foubert, and Harald J. van Heerde. 2015. The challenge of retaining customers acquired by free trials. Journal of Marketing Research 52 (April): 217–234.
go back to reference Dekimpe, Marnik G., and Dominique M. Hanssens. 1995. The persistence of marketing effects on sales. Marketing Science 14 (1): 1–21.CrossRef Dekimpe, Marnik G., and Dominique M. Hanssens. 1995. The persistence of marketing effects on sales. Marketing Science 14 (1): 1–21.CrossRef
go back to reference DelVecchio, Devon, David H. Henard, and Traci H. Freling. 2006. the effect of sales promotion on post-promotion brand preference: A meta-analysis. Journal of Retailing 82 (3): 203–213.CrossRef DelVecchio, Devon, David H. Henard, and Traci H. Freling. 2006. the effect of sales promotion on post-promotion brand preference: A meta-analysis. Journal of Retailing 82 (3): 203–213.CrossRef
go back to reference Divakar, Suresh, Brian T. Ratchford, and Venkatesh Shankar. 2005. CHAN4CAST: A multichannel multiregion forecasting model for consumer packaged goods. Marketing Science 24 (3): 333–350.CrossRef Divakar, Suresh, Brian T. Ratchford, and Venkatesh Shankar. 2005. CHAN4CAST: A multichannel multiregion forecasting model for consumer packaged goods. Marketing Science 24 (3): 333–350.CrossRef
go back to reference Dodson, Joe A., Alice M. Tybout, and Brian Sternthal. 1978. Impact of deal and deal retraction on brand switching. Journal of Marketing Research 15 (May): 72–81. Dodson, Joe A., Alice M. Tybout, and Brian Sternthal. 1978. Impact of deal and deal retraction on brand switching. Journal of Marketing Research 15 (May): 72–81.
go back to reference Drèze, Xavier, and David R. Bell. 2003. Creating win-win trade promotions: Theory and empirical analysis of scan-back trade deals. Marketing Science 22 (1): 16–39.CrossRef Drèze, Xavier, and David R. Bell. 2003. Creating win-win trade promotions: Theory and empirical analysis of scan-back trade deals. Marketing Science 22 (1): 16–39.CrossRef
go back to reference Duan, Jason A., Leigh McAlister, and Shameek Sinha. 2011. Commentary-reexamining Bayesian model-comparison evidence of cross-brand pass-through. Marketing Science 30 (3): 550–561.CrossRef Duan, Jason A., Leigh McAlister, and Shameek Sinha. 2011. Commentary-reexamining Bayesian model-comparison evidence of cross-brand pass-through. Marketing Science 30 (3): 550–561.CrossRef
go back to reference Dubé, Jean-Pierre, Pradeep K. Chintagunta, Amil Petrin, Bart J. Bronnenberg, P.B. Ron Goettler, K.Sudhir Seetharaman, Raphael Thomadsen, and Ying Zhao. 2002. Structural applications of the discrete choice model. Marketing Letters 13 (3): 207–220.CrossRef Dubé, Jean-Pierre, Pradeep K. Chintagunta, Amil Petrin, Bart J. Bronnenberg, P.B. Ron Goettler, K.Sudhir Seetharaman, Raphael Thomadsen, and Ying Zhao. 2002. Structural applications of the discrete choice model. Marketing Letters 13 (3): 207–220.CrossRef
go back to reference Dubé, Jean-Pierre, and Sachin Gupta. 2008. Cross-brand pass-through in supermarket pricing. Marketing Science 27 (3): 324–333.CrossRef Dubé, Jean-Pierre, and Sachin Gupta. 2008. Cross-brand pass-through in supermarket pricing. Marketing Science 27 (3): 324–333.CrossRef
go back to reference Eckert, Christine, Jordan J. Louviere, and Towhidul Islam. 2012. Seeing the forest despite the trees: Brand effects on choice uncertainty. International Journal of Research in Marketing 29 (3): 256–264.CrossRef Eckert, Christine, Jordan J. Louviere, and Towhidul Islam. 2012. Seeing the forest despite the trees: Brand effects on choice uncertainty. International Journal of Research in Marketing 29 (3): 256–264.CrossRef
go back to reference Ebbes, Peter, Michel Wedel, Ulf Böckenholt, and Ton Steerneman. 2005. Solving and testing for regressor-error (in)dependence when no instrumental variables are available: With new evidence for the effect of education on income. Quantitative Marketing & Economics 3 (4): 365–392.CrossRef Ebbes, Peter, Michel Wedel, Ulf Böckenholt, and Ton Steerneman. 2005. Solving and testing for regressor-error (in)dependence when no instrumental variables are available: With new evidence for the effect of education on income. Quantitative Marketing & Economics 3 (4): 365–392.CrossRef
go back to reference Ebbes, Peter, Dominik Papies, and Harald J. van Heerde. 2011. The sense and non-sense of holdout sample validation in the presence of endogeneity. Marketing Science 30 (6): 1115–1122.CrossRef Ebbes, Peter, Dominik Papies, and Harald J. van Heerde. 2011. The sense and non-sense of holdout sample validation in the presence of endogeneity. Marketing Science 30 (6): 1115–1122.CrossRef
go back to reference Erdem, Tülin, and Michael P. Keane. 1996. Decision-making under uncertainty: Capturing dynamic brand choice processes in turbulent consumer goods markets. Marketing Science 15 (1): 1–20.CrossRef Erdem, Tülin, and Michael P. Keane. 1996. Decision-making under uncertainty: Capturing dynamic brand choice processes in turbulent consumer goods markets. Marketing Science 15 (1): 1–20.CrossRef
go back to reference Erdem, Tülin, Susumu Imai, and Michael P. Keane. 2003. Brand and quantity choice dynamics under price uncertainty. Quantitative Marketing and Economics 1 (1): 5–64.CrossRef Erdem, Tülin, Susumu Imai, and Michael P. Keane. 2003. Brand and quantity choice dynamics under price uncertainty. Quantitative Marketing and Economics 1 (1): 5–64.CrossRef
go back to reference Erdem, Tülin, Glenn Mayhew, and Baohong Sun. 2001. Understanding reference-price shoppers: A within- and cross-category analysis. Journal of Marketing Research 38 (November): 445–457. Erdem, Tülin, Glenn Mayhew, and Baohong Sun. 2001. Understanding reference-price shoppers: A within- and cross-category analysis. Journal of Marketing Research 38 (November): 445–457.
go back to reference Erdem, Tülin, Michael P. Keane, and Baohong Sun. 2008. A dynamic model of brand choice when price and advertising signal product quality. Marketing Science 27 (6): 1111–1125.CrossRef Erdem, Tülin, Michael P. Keane, and Baohong Sun. 2008. A dynamic model of brand choice when price and advertising signal product quality. Marketing Science 27 (6): 1111–1125.CrossRef
go back to reference Fader, Peter S., and Bruce G.S. Hardie. 1996. Modeling consumer choice among SKUs. Journal of Marketing Research 33 (November): 442–452. Fader, Peter S., and Bruce G.S. Hardie. 1996. Modeling consumer choice among SKUs. Journal of Marketing Research 33 (November): 442–452.
go back to reference Fok, Dennis, Csilla Horváth, Richard Paap, and Philip Hans Franses. 2006. A hierarchical Bayes error correction model to explain dynamic effects of price changes. Journal of Marketing Research 43 (August): 443–461. Fok, Dennis, Csilla Horváth, Richard Paap, and Philip Hans Franses. 2006. A hierarchical Bayes error correction model to explain dynamic effects of price changes. Journal of Marketing Research 43 (August): 443–461.
go back to reference Gedenk, Karen, and Scott A. Neslin. 1999. The role of retail promotion in determining future brand loyalty: Its effect on future purchase event feedback. Journal of Retailing 75 (4): 433–459.CrossRef Gedenk, Karen, and Scott A. Neslin. 1999. The role of retail promotion in determining future brand loyalty: Its effect on future purchase event feedback. Journal of Retailing 75 (4): 433–459.CrossRef
go back to reference Germann, Frank, Peter Ebbes, and Rajdeep Grewal. 2015. The chief marketing officer matters! Journal of Marketing 79 (3): 1–22.CrossRef Germann, Frank, Peter Ebbes, and Rajdeep Grewal. 2015. The chief marketing officer matters! Journal of Marketing 79 (3): 1–22.CrossRef
go back to reference Gómez, Miguel I., Vithala R. Rao, and Edward W. McLaughlin. 2007. Empirical analysis of budget and allocation of trade promotions in the U.S. supermarket industry. Journal of Marketing Research 44 (3): 410–424.CrossRef Gómez, Miguel I., Vithala R. Rao, and Edward W. McLaughlin. 2007. Empirical analysis of budget and allocation of trade promotions in the U.S. supermarket industry. Journal of Marketing Research 44 (3): 410–424.CrossRef
go back to reference Gönül, Füsun, and Kannan Srinivasan. 1996. Estimating the impact of consumer expectations on purchase behavior: A dynamic structural model. Marketing Science 15 (3): 262–279.CrossRef Gönül, Füsun, and Kannan Srinivasan. 1996. Estimating the impact of consumer expectations on purchase behavior: A dynamic structural model. Marketing Science 15 (3): 262–279.CrossRef
go back to reference Guadagni, Peter M., and John D.C. Little. 1983. A logit model calibrated on scanner data. Marketing Science 2 (3): 203–238.CrossRef Guadagni, Peter M., and John D.C. Little. 1983. A logit model calibrated on scanner data. Marketing Science 2 (3): 203–238.CrossRef
go back to reference Gupta, Sunil. 1988. Impact of sales promotion on when, what and how much to buy. Journal of Marketing Research 25 (November): 342–355. Gupta, Sunil. 1988. Impact of sales promotion on when, what and how much to buy. Journal of Marketing Research 25 (November): 342–355.
go back to reference Gupta, Sachin, and Pradeep K. Chintagunta. 1994. On using demographic variables to determine segment membership in logit mixture models. Journal of Marketing Research 31 (1): 128–136.CrossRef Gupta, Sachin, and Pradeep K. Chintagunta. 1994. On using demographic variables to determine segment membership in logit mixture models. Journal of Marketing Research 31 (1): 128–136.CrossRef
go back to reference Guyt, Jonne Y., and Els Gijsbrechts. 2014. Take turns or March in sync? The impact of the national brand promotion calendar on manufacturer and retailer performance. Journal of Marketing Research 51 (6): 753–772. Guyt, Jonne Y., and Els Gijsbrechts. 2014. Take turns or March in sync? The impact of the national brand promotion calendar on manufacturer and retailer performance. Journal of Marketing Research 51 (6): 753–772.
go back to reference Haans, Hans, and Els Gijsbrechts. 2011. One-deal-fits-all? On category sales promotion effectiveness in smaller versus larger supermarkets. Journal of Retailing 87 (4): 420–436.CrossRef Haans, Hans, and Els Gijsbrechts. 2011. One-deal-fits-all? On category sales promotion effectiveness in smaller versus larger supermarkets. Journal of Retailing 87 (4): 420–436.CrossRef
go back to reference Ho, Teck-Hua, and Juin-Kuan Chong. 2003. A parsimonious model of stockkeeping-unit choice. Journal of Marketing Research 40 (August): 351–365. Ho, Teck-Hua, and Juin-Kuan Chong. 2003. A parsimonious model of stockkeeping-unit choice. Journal of Marketing Research 40 (August): 351–365.
go back to reference Hoch, Stephen J., Byung-Do Kim, Alan L. Montgomery, and Peter E. Rossi. 1995. Determinants of store-level price elasticity. Journal of Marketing Research 32 (1): 17–29.CrossRef Hoch, Stephen J., Byung-Do Kim, Alan L. Montgomery, and Peter E. Rossi. 1995. Determinants of store-level price elasticity. Journal of Marketing Research 32 (1): 17–29.CrossRef
go back to reference Hoch, Stephen J., Xavier Dreze, and Mary E. Purk. 1994. “EDLP, Hi-Lo, and Margin Arithmetic.” Journal of Marketing 58 (4): 16–27. Hoch, Stephen J., Xavier Dreze, and Mary E. Purk. 1994. “EDLP, Hi-Lo, and Margin Arithmetic.” Journal of Marketing 58 (4): 16–27.
go back to reference Horsky, Dan, Sanjog Misra, and Paul Nelson. 2006. Observed and unobserved preference heterogeneity in brand-choice models. Marketing Science 25 (4): 322–335.CrossRef Horsky, Dan, Sanjog Misra, and Paul Nelson. 2006. Observed and unobserved preference heterogeneity in brand-choice models. Marketing Science 25 (4): 322–335.CrossRef
go back to reference Horváth, Csilla, and Philip Hans B.F. Franses. 2003. Deriving dynamic marketing effectiveness from econometric time series models. In ERIM report series research in management. Rotterdam: Erasmus Research Institute of Management. Horváth, Csilla, and Philip Hans B.F. Franses. 2003. Deriving dynamic marketing effectiveness from econometric time series models. In ERIM report series research in management. Rotterdam: Erasmus Research Institute of Management.
go back to reference Jedidi, Kamel, Carl F. Mela, and Sunil Gupta. 1999. Managing advertising and promotion for long-run profitability. Marketing Science 18 (1): 1–22.CrossRef Jedidi, Kamel, Carl F. Mela, and Sunil Gupta. 1999. Managing advertising and promotion for long-run profitability. Marketing Science 18 (1): 1–22.CrossRef
go back to reference Kahneman, Daniel, and Amos Tversky. 1979. Prospect theory: An analysis of decision under risk. Econometrica 47 (March): 263–291. Kahneman, Daniel, and Amos Tversky. 1979. Prospect theory: An analysis of decision under risk. Econometrica 47 (March): 263–291.
go back to reference Kalyanaram, Gurumurthy, and Russell S. Winer. 1995. Empirical generalizations from reference price research. Marketing Science 14 (3): G161–G169.CrossRef Kalyanaram, Gurumurthy, and Russell S. Winer. 1995. Empirical generalizations from reference price research. Marketing Science 14 (3): G161–G169.CrossRef
go back to reference Kamakura, Wagner A., and Wooseong Kang. 2007. Chain-wide and store-level analysis for cross-category management. Journal of Retailing 83 (2): 159–170.CrossRef Kamakura, Wagner A., and Wooseong Kang. 2007. Chain-wide and store-level analysis for cross-category management. Journal of Retailing 83 (2): 159–170.CrossRef
go back to reference Kamakura, Wagner A., and Gary J. Russell. 1989. A probabilistic choice model for market segmentation and elasticity structure. Journal of Marketing Research 26 (November): 379–390. Kamakura, Wagner A., and Gary J. Russell. 1989. A probabilistic choice model for market segmentation and elasticity structure. Journal of Marketing Research 26 (November): 379–390.
go back to reference Kantar Retail. 2012. 2012 trade promotion industry benchmarking study. Wilton, CT: Kantar Retail. Kantar Retail. 2012. 2012 trade promotion industry benchmarking study. Wilton, CT: Kantar Retail.
go back to reference Keane, Michael P. 1997a. Modeling heterogeneity and state dependence in consumer choice behavior. Journal of Business and Economic Statistics 15 (3): 310–327. Keane, Michael P. 1997a. Modeling heterogeneity and state dependence in consumer choice behavior. Journal of Business and Economic Statistics 15 (3): 310–327.
go back to reference Keane, Michael P. 1997b. Current issues in discrete choice modeling. Marketing Letters 8 (3): 307–322.CrossRef Keane, Michael P. 1997b. Current issues in discrete choice modeling. Marketing Letters 8 (3): 307–322.CrossRef
go back to reference Khan, Romana, Michael Lewis, and Vishal Singh. 2009. customer management and the value of one-to-one marketing. Marketing Science 28 (6): 1073–1079.CrossRef Khan, Romana, Michael Lewis, and Vishal Singh. 2009. customer management and the value of one-to-one marketing. Marketing Science 28 (6): 1073–1079.CrossRef
go back to reference Krishna, Aradhna, Imran S. Currim, and Robert W. Shoemaker. 1991. Consumer perceptions of promotional activity. Journal of Marketing 55: 4–16.CrossRef Krishna, Aradhna, Imran S. Currim, and Robert W. Shoemaker. 1991. Consumer perceptions of promotional activity. Journal of Marketing 55: 4–16.CrossRef
go back to reference Krishnamurthi, Lakshman, and S.P. Raj. 1988. A model of brand choice and purchase quantity price sensitivities. Marketing Science 7 (1): 1–20.CrossRef Krishnamurthi, Lakshman, and S.P. Raj. 1988. A model of brand choice and purchase quantity price sensitivities. Marketing Science 7 (1): 1–20.CrossRef
go back to reference Lam, Shun Yin, Mark Vandenbosch, John Hulland, and Michael Pearce. 2001. Evaluating promotions in shopping environments: Decomposing sales response into attraction, conversion, and spending effects. Marketing Science 20 (2): 194–215.CrossRef Lam, Shun Yin, Mark Vandenbosch, John Hulland, and Michael Pearce. 2001. Evaluating promotions in shopping environments: Decomposing sales response into attraction, conversion, and spending effects. Marketing Science 20 (2): 194–215.CrossRef
go back to reference Leeflang, Peter S.H. 2008. Modeling competitive responsiveness. In Chapter 7 in handbook of marketing decision models, ed. Berend Wierenga, 211–251. International Series in Operational Research & Management Science. New York (USA): Springer Science and Business Media. Leeflang, Peter S.H. 2008. Modeling competitive responsiveness. In Chapter 7 in handbook of marketing decision models, ed. Berend Wierenga, 211–251. International Series in Operational Research & Management Science. New York (USA): Springer Science and Business Media.
go back to reference Leeflang, Peter S.H., and Josefa Parreña Selva. 2012. Cross-category demand effects of price promotions. Journal of the Academy of Marketing Science 40 (4): 572–586.CrossRef Leeflang, Peter S.H., and Josefa Parreña Selva. 2012. Cross-category demand effects of price promotions. Journal of the Academy of Marketing Science 40 (4): 572–586.CrossRef
go back to reference Leeflang, Peter S.H., and Dick R. Wittink. 1992. Diagnosing competitive reactions using (aggregated) scanner data. International Journal of Research in Marketing 9 (1): 39–57.CrossRef Leeflang, Peter S.H., and Dick R. Wittink. 1992. Diagnosing competitive reactions using (aggregated) scanner data. International Journal of Research in Marketing 9 (1): 39–57.CrossRef
go back to reference Leeflang, Peter S.H., and Dick R. Wittink. 1996. Competitive reaction versus consumer response: Do managers overreact? International Journal of Research in Marketing 13 (2): 103–120.CrossRef Leeflang, Peter S.H., and Dick R. Wittink. 1996. Competitive reaction versus consumer response: Do managers overreact? International Journal of Research in Marketing 13 (2): 103–120.CrossRef
go back to reference Leeflang, Peter S.H., Josefa Parreña Selva, Albert van Dijk, and Dick R. Wittink. 2008. Decomposing the sales promotion bump accounting for cross-category effects. International Journal of Research in Marketing 25 (3): 201–214.CrossRef Leeflang, Peter S.H., Josefa Parreña Selva, Albert van Dijk, and Dick R. Wittink. 2008. Decomposing the sales promotion bump accounting for cross-category effects. International Journal of Research in Marketing 25 (3): 201–214.CrossRef
go back to reference Liu, Qiang, Thomas J. Steenburgh, and Sachin Gupta. 2015. The cross attributes flexible substitution logit: Uncovering category expansion and share impacts of marketing instruments. Marketing Science 34 (1): 144–159.CrossRef Liu, Qiang, Thomas J. Steenburgh, and Sachin Gupta. 2015. The cross attributes flexible substitution logit: Uncovering category expansion and share impacts of marketing instruments. Marketing Science 34 (1): 144–159.CrossRef
go back to reference Lourenço, Carlos J.S., Els Gijsbrechts, and Richard Paap. 2015. The impact of category prices on store price image formation: An empirical analysis. Journal of Marketing Research 52 (2): 200–216.CrossRef Lourenço, Carlos J.S., Els Gijsbrechts, and Richard Paap. 2015. The impact of category prices on store price image formation: An empirical analysis. Journal of Marketing Research 52 (2): 200–216.CrossRef
go back to reference Luo, Xueming, Michelle Andrews, Zheng Fang, and Chee Wei Phang. 2014. Mobile targeting. Management Science 60 (7): 1738–1756.CrossRef Luo, Xueming, Michelle Andrews, Zheng Fang, and Chee Wei Phang. 2014. Mobile targeting. Management Science 60 (7): 1738–1756.CrossRef
go back to reference Macé, Sandrine, and Scott A. Neslin. 2004. The determinants of pre- and postpromotion dips in sales of frequently purchased goods. Journal of Marketing Research 41 (August): 339–350.CrossRef Macé, Sandrine, and Scott A. Neslin. 2004. The determinants of pre- and postpromotion dips in sales of frequently purchased goods. Journal of Marketing Research 41 (August): 339–350.CrossRef
go back to reference Manchanda, Puneet, Asim Ansari, and Sunil Gupta. 1999. The “shopping basket”: A model for multicategory purchase incidence decisions. Marketing Science 18 (2): 95–114.CrossRef Manchanda, Puneet, Asim Ansari, and Sunil Gupta. 1999. The “shopping basket”: A model for multicategory purchase incidence decisions. Marketing Science 18 (2): 95–114.CrossRef
go back to reference McAlister, Leigh. 2007. Comment—cross-brand pass-through: Fact or artifact? Marketing Science 26 (6): 876–898.CrossRef McAlister, Leigh. 2007. Comment—cross-brand pass-through: Fact or artifact? Marketing Science 26 (6): 876–898.CrossRef
go back to reference Mehta, Nitin, and Yu Ma. 2012. A multicategory model of consumers’ purchase incidence, quantity, and brand choice decisions: Methodological issues and implications on promotional decisions. Journal of Marketing Research 49 (August): 435–451. Mehta, Nitin, and Yu Ma. 2012. A multicategory model of consumers’ purchase incidence, quantity, and brand choice decisions: Methodological issues and implications on promotional decisions. Journal of Marketing Research 49 (August): 435–451.
go back to reference Mela, Carl F., Sunil Gupta, and Donald R. Lehmann. 1997. The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research 34 (May): 248–261. Mela, Carl F., Sunil Gupta, and Donald R. Lehmann. 1997. The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing Research 34 (May): 248–261.
go back to reference Mela, Carl F., Kamel Jedidi, and Douglas Bowman. 1998. The long-term impact of promotions on consumer stockpiling behavior. Journal of Marketing Research 35 (May): 250–262.CrossRef Mela, Carl F., Kamel Jedidi, and Douglas Bowman. 1998. The long-term impact of promotions on consumer stockpiling behavior. Journal of Marketing Research 35 (May): 250–262.CrossRef
go back to reference Montgomery, Alan L. 1997. Creating micro-marketing pricing strategies using supermarket scanner data. Marketing Science 16 (4): 315–337.CrossRef Montgomery, Alan L. 1997. Creating micro-marketing pricing strategies using supermarket scanner data. Marketing Science 16 (4): 315–337.CrossRef
go back to reference Moorthy, Shridhar. 2005. A general theory of pass-through in channels with category management and retail competition. Marketing Science 24 (1): 110–122.CrossRef Moorthy, Shridhar. 2005. A general theory of pass-through in channels with category management and retail competition. Marketing Science 24 (1): 110–122.CrossRef
go back to reference Mulhern, Francis J., and Robert P. Leone. 1991. Implicit price bundling of retail products: A multiproduct approach to maximizing store profitability. Journal of Marketing 55 (October): 63–76. Mulhern, Francis J., and Robert P. Leone. 1991. Implicit price bundling of retail products: A multiproduct approach to maximizing store profitability. Journal of Marketing 55 (October): 63–76.
go back to reference Nair, Harikesh, Jean-Pierre Dubé, and Pradeep Chintagunta. 2005. Accounting for primary and secondary demand effects with aggregate data. Marketing Science 24 (3): 444–460.CrossRef Nair, Harikesh, Jean-Pierre Dubé, and Pradeep Chintagunta. 2005. Accounting for primary and secondary demand effects with aggregate data. Marketing Science 24 (3): 444–460.CrossRef
go back to reference Narasimhan, Chakravarthi, Scott A. Neslin, and Subrata K. Sen. 1996. promotional elasticities and category characteristics. Journal of Marketing 60 (April): 17–30.CrossRef Narasimhan, Chakravarthi, Scott A. Neslin, and Subrata K. Sen. 1996. promotional elasticities and category characteristics. Journal of Marketing 60 (April): 17–30.CrossRef
go back to reference Natter, Martin, Andreas Mild, Thomas Reutterer, and Alfred Taudes. 2007. An assortment-wide decision-support system for dynamic pricing and promotion planning. Marketing Science 26 (4): 576–583.CrossRef Natter, Martin, Andreas Mild, Thomas Reutterer, and Alfred Taudes. 2007. An assortment-wide decision-support system for dynamic pricing and promotion planning. Marketing Science 26 (4): 576–583.CrossRef
go back to reference Neslin, Scott A. 2002. Sales promotion. Relevant knowledge series. Cambridge, MA: Marketing Science Institute. Neslin, Scott A. 2002. Sales promotion. Relevant knowledge series. Cambridge, MA: Marketing Science Institute.
go back to reference Neslin, Scott A., Stephen G. Powell, and Linda G. Schneider Stone. 1995. The effects of retailer and consumer response on optimal manufacturer advertising and trade promotion strategies. Management Science 41 (5): 749–766. Neslin, Scott A., Stephen G. Powell, and Linda G. Schneider Stone. 1995. The effects of retailer and consumer response on optimal manufacturer advertising and trade promotion strategies. Management Science 41 (5): 749–766.
go back to reference Neslin, Scott A., Thomas P. Novak, Kenneth R. Baker, and Donna L. Hoffman. 2009. An optimal contact model for maximizing online panel response rates. Management Science 55 (5): 727–737.CrossRef Neslin, Scott A., Thomas P. Novak, Kenneth R. Baker, and Donna L. Hoffman. 2009. An optimal contact model for maximizing online panel response rates. Management Science 55 (5): 727–737.CrossRef
go back to reference Neslin, Scott A., Gail Ayala Taylor, Kimberly D. Grantham, and Kimberly R. McNeil. 2013. Overcoming the ‘recency trap’ in customer relationship management. Journal of the Academy of Marketing Science 41 (3): 320–337.CrossRef Neslin, Scott A., Gail Ayala Taylor, Kimberly D. Grantham, and Kimberly R. McNeil. 2013. Overcoming the ‘recency trap’ in customer relationship management. Journal of the Academy of Marketing Science 41 (3): 320–337.CrossRef
go back to reference Nevo, Aviv. 2000. A practitioner’s guide to estimation of random-coefficient logit models of demand. Journal of Economics & Management Strategy 9 (4): 513–548.CrossRef Nevo, Aviv. 2000. A practitioner’s guide to estimation of random-coefficient logit models of demand. Journal of Economics & Management Strategy 9 (4): 513–548.CrossRef
go back to reference Nijs, Vincent, Marnik G. Dekimpe, Jan Benedict Steenkamp, and Dominique M. Hanssens. 2001. The category demand effects of price promotions. Marketing Science 20 (1): 1–22.CrossRef Nijs, Vincent, Marnik G. Dekimpe, Jan Benedict Steenkamp, and Dominique M. Hanssens. 2001. The category demand effects of price promotions. Marketing Science 20 (1): 1–22.CrossRef
go back to reference Nijs, Vincent, Kanishka Misra, Eric T. Anderson, Karsten Hansen, and Lakshman Krishnamurthi. 2010. Channel pass-through of trade promotions. Marketing Science 29 (2): 250–267. Nijs, Vincent, Kanishka Misra, Eric T. Anderson, Karsten Hansen, and Lakshman Krishnamurthi. 2010. Channel pass-through of trade promotions. Marketing Science 29 (2): 250–267.
go back to reference Park, Sungho, and Sachin Gupta. 2009. Simulated maximum likelihood estimator for the random coefficient logit model using aggregate data. Journal of Marketing Research 46 (August): 531–542. Park, Sungho, and Sachin Gupta. 2009. Simulated maximum likelihood estimator for the random coefficient logit model using aggregate data. Journal of Marketing Research 46 (August): 531–542.
go back to reference Park, Sungho, and Sachin Gupta. 2011. A regime-switching model of cyclical category buying. Marketing Science 30 (3): 469–480.CrossRef Park, Sungho, and Sachin Gupta. 2011. A regime-switching model of cyclical category buying. Marketing Science 30 (3): 469–480.CrossRef
go back to reference Park, Sungho, and Sachin Gupta. 2012. Handling endogenous regressors by joint estimation using copulas. Marketing Science 31 (4): 567–586.CrossRef Park, Sungho, and Sachin Gupta. 2012. Handling endogenous regressors by joint estimation using copulas. Marketing Science 31 (4): 567–586.CrossRef
go back to reference Pauwels, Koen. 2007. How retailer and competitor decisions drive the long-term effectiveness of manufacturer promotions for fast moving consumer goods. Journal of Retailing 83 (3): 297–308.CrossRef Pauwels, Koen. 2007. How retailer and competitor decisions drive the long-term effectiveness of manufacturer promotions for fast moving consumer goods. Journal of Retailing 83 (3): 297–308.CrossRef
go back to reference Pauwels, Koen, Dominique M. Hanssens, and S. Siddarth. 2002. The long-term effects of price promotions on category incidence, brand choice and purchase quantity. Journal of Marketing Research 39 (November): 421–439. Pauwels, Koen, Dominique M. Hanssens, and S. Siddarth. 2002. The long-term effects of price promotions on category incidence, brand choice and purchase quantity. Journal of Marketing Research 39 (November): 421–439.
go back to reference Petrin, Amil, and Kenneth Train. 2010. A control function approach to endogeneity in consumer choice models. Journal of Marketing Research 47 (1): 3–13.CrossRef Petrin, Amil, and Kenneth Train. 2010. A control function approach to endogeneity in consumer choice models. Journal of Marketing Research 47 (1): 3–13.CrossRef
go back to reference Rhee, Hongjai, and David R. Bell. 2002. The inter-store mobility of supermarket shoppers. Journal of Retailing 78 (4): 225–237.CrossRef Rhee, Hongjai, and David R. Bell. 2002. The inter-store mobility of supermarket shoppers. Journal of Retailing 78 (4): 225–237.CrossRef
go back to reference Rooderkerk, Robert P., Harald J. van Heerde, and Tammo H.A. Bijmolt. 2011. Incorporating context effects into a choice model. Journal of Marketing Research 48 (August): 767–780. Rooderkerk, Robert P., Harald J. van Heerde, and Tammo H.A. Bijmolt. 2011. Incorporating context effects into a choice model. Journal of Marketing Research 48 (August): 767–780.
go back to reference Rooderkerk, Robert P., Harald J. van Heerde, and Tammo H.A. Bijmolt. 2013. Optimizing retail assortments. Marketing Science 32 (5): 699–715.CrossRef Rooderkerk, Robert P., Harald J. van Heerde, and Tammo H.A. Bijmolt. 2013. Optimizing retail assortments. Marketing Science 32 (5): 699–715.CrossRef
go back to reference Rossi, Peter. 2014. Even the rich can make themselves poor: A critical examination of IV methods in marketing applications. Marketing Science 33 (5): 655–672.CrossRef Rossi, Peter. 2014. Even the rich can make themselves poor: A critical examination of IV methods in marketing applications. Marketing Science 33 (5): 655–672.CrossRef
go back to reference Rossi, Peter E., Robert E. McCulloch, and Greg M. Allenby. 1996. The value of purchase history data in target marketing. Marketing Science 15 (4): 321–340.CrossRef Rossi, Peter E., Robert E. McCulloch, and Greg M. Allenby. 1996. The value of purchase history data in target marketing. Marketing Science 15 (4): 321–340.CrossRef
go back to reference Rossi, Peter E., Greg M. Allenby, and Robert McCulloch. 2005. Bayesian statistics and marketing. Chichester, West Sussex, England: Wiley.CrossRef Rossi, Peter E., Greg M. Allenby, and Robert McCulloch. 2005. Bayesian statistics and marketing. Chichester, West Sussex, England: Wiley.CrossRef
go back to reference Rothschild, Michael L., and William C. Gaidis. 1981. Behavioral learning theory: Its relevance to marketing and promotions. Journal of Marketing 45 (2): 70–78.CrossRef Rothschild, Michael L., and William C. Gaidis. 1981. Behavioral learning theory: Its relevance to marketing and promotions. Journal of Marketing 45 (2): 70–78.CrossRef
go back to reference Roy, Rishin, Pradeep K. Chintagunta, and Sudeep Haldar. 1996. A framework for investigating habits, ‘the hand of the past,’ and heterogeneity in dynamic brand choice. Marketing Science 15 (3): 280–299. Roy, Rishin, Pradeep K. Chintagunta, and Sudeep Haldar. 1996. A framework for investigating habits, ‘the hand of the past,’ and heterogeneity in dynamic brand choice. Marketing Science 15 (3): 280–299.
go back to reference Seetharaman, P.B. 2004. Modeling multiple sources of state dependence in random utility models: A distributed lag approach. Marketing Science 23 (2): 263–271.CrossRef Seetharaman, P.B. 2004. Modeling multiple sources of state dependence in random utility models: A distributed lag approach. Marketing Science 23 (2): 263–271.CrossRef
go back to reference Seetharaman, P.B., Andrew Ainslie, and Pradeep K. Chintagunta. 1999. Investigating household state dependence effects across categories. Journal of Marketing Research 36 (4): 488–500.CrossRef Seetharaman, P.B., Andrew Ainslie, and Pradeep K. Chintagunta. 1999. Investigating household state dependence effects across categories. Journal of Marketing Research 36 (4): 488–500.CrossRef
go back to reference Shin, Sangwoo, Sanjog Misra, and Dan Horsky. 2012. Disentangling preferences and learning in brand choice models. Marketing Science 31 (1): 115–137.CrossRef Shin, Sangwoo, Sanjog Misra, and Dan Horsky. 2012. Disentangling preferences and learning in brand choice models. Marketing Science 31 (1): 115–137.CrossRef
go back to reference Siddarth, S., Randolph E. Bucklin, and Donald G. Morrison. 1995. Making the cut: Modeling and analyzing choice set restriction in scanner panel data. Journal of Marketing Research 32 (3): 255–266.CrossRef Siddarth, S., Randolph E. Bucklin, and Donald G. Morrison. 1995. Making the cut: Modeling and analyzing choice set restriction in scanner panel data. Journal of Marketing Research 32 (3): 255–266.CrossRef
go back to reference Silva-Risso, Jorge M., Randolph E. Bucklin, and Donald G. Morrison. 1999. A decision support system for planning manufacturers’ sales promotion calendars. Marketing Science 18 (3): 274–300.CrossRef Silva-Risso, Jorge M., Randolph E. Bucklin, and Donald G. Morrison. 1999. A decision support system for planning manufacturers’ sales promotion calendars. Marketing Science 18 (3): 274–300.CrossRef
go back to reference Singh, Vishal, Karsten Hansen, and Robert Blattberg. 2006. Market entry and consumer behavior: An investigation of a Wal-Mart supercenter. Marketing Science 25 (2): 457–476.CrossRef Singh, Vishal, Karsten Hansen, and Robert Blattberg. 2006. Market entry and consumer behavior: An investigation of a Wal-Mart supercenter. Marketing Science 25 (2): 457–476.CrossRef
go back to reference Slotegraaf, Rebecca J., and Koen Pauwels. 2008. The impact of brand equity and innovation on the long-term effectiveness of promotions. Journal of Marketing Research 45 (3): 293–306.CrossRef Slotegraaf, Rebecca J., and Koen Pauwels. 2008. The impact of brand equity and innovation on the long-term effectiveness of promotions. Journal of Marketing Research 45 (3): 293–306.CrossRef
go back to reference Steenburgh, Thomas J. 2008. The invariant proportion of substitution property (IPS) of discrete-choice models. Marketing Science 27 (2): 300–307.CrossRef Steenburgh, Thomas J. 2008. The invariant proportion of substitution property (IPS) of discrete-choice models. Marketing Science 27 (2): 300–307.CrossRef
go back to reference Steenkamp, Jan Benedict E.M., Vincent R. Nijs, Dominique M. Hanssens, and Marnik G. Dekimpe. 2005. Competitive reactions to advertising and promotion attacks. Marketing Science 24 (1): 35–54. Steenkamp, Jan Benedict E.M., Vincent R. Nijs, Dominique M. Hanssens, and Marnik G. Dekimpe. 2005. Competitive reactions to advertising and promotion attacks. Marketing Science 24 (1): 35–54.
go back to reference Sun, Baohong. 2005. Promotion effects on endogenous consumption. Marketing Science 24 (3): 430–443.CrossRef Sun, Baohong. 2005. Promotion effects on endogenous consumption. Marketing Science 24 (3): 430–443.CrossRef
go back to reference Sun, Baohong, Scott A. Neslin, and Kannan Srinivasan. 2003. Measuring the impact of promotions on brand switching when consumers are forward looking. Journal of Marketing Research 40 (November): 389–405. Sun, Baohong, Scott A. Neslin, and Kannan Srinivasan. 2003. Measuring the impact of promotions on brand switching when consumers are forward looking. Journal of Marketing Research 40 (November): 389–405.
go back to reference Tellis, Gerard J., and Fred S. Zufryden. 1995. Tackling the retailer decision maze: Which brands to discount, how much, when and why? Marketing Science 14 (3, Part 1 of 2): 271–299. Tellis, Gerard J., and Fred S. Zufryden. 1995. Tackling the retailer decision maze: Which brands to discount, how much, when and why? Marketing Science 14 (3, Part 1 of 2): 271–299.
go back to reference Tyagi, Rajeev K. 1999. A characterization of retailer response to manufacturer trade deals. Journal of Marketing Research 36 (November): 510–516. Tyagi, Rajeev K. 1999. A characterization of retailer response to manufacturer trade deals. Journal of Marketing Research 36 (November): 510–516.
go back to reference Van Heerde, Harald J, and Tammo HA Bijmolt. 2005. “Decomposing the promotional revenue bump for loyalty program members versus non-members.” Journal of Marketing Research 42 (November): 443–457.CrossRef Van Heerde, Harald J, and Tammo HA Bijmolt. 2005. “Decomposing the promotional revenue bump for loyalty program members versus non-members.” Journal of Marketing Research 42 (November): 443–457.CrossRef
go back to reference Van Heerde, Harald J., Sachin Gupta. 2006. The origin of demand: A system to classify the sources of the sales promotion bump. Working paper, University of Waikato. Van Heerde, Harald J., Sachin Gupta. 2006. The origin of demand: A system to classify the sources of the sales promotion bump. Working paper, University of Waikato.
go back to reference Van Heerde, Harald J., Peter S.H. Leeflang, and Dick R. Wittink. 2000. The estimation of pre- and postpromotion dips with store-level scanner data. Journal of Marketing Research 37 (August); 383–395. Van Heerde, Harald J., Peter S.H. Leeflang, and Dick R. Wittink. 2000. The estimation of pre- and postpromotion dips with store-level scanner data. Journal of Marketing Research 37 (August); 383–395.
go back to reference Van Heerde, Harald J., Peter S.H. Leeflang, and Dick R. Wittink. 2001. Semiparametric analysis to estimate the deal effect curve. Journal of Marketing Research 38 (May): 197–215. Van Heerde, Harald J., Peter S.H. Leeflang, and Dick R. Wittink. 2001. Semiparametric analysis to estimate the deal effect curve. Journal of Marketing Research 38 (May): 197–215.
go back to reference Van Heerde, Harald J., Sachin Gupta, and Dick R. Wittink. 2003. Is 75% of the sales promotion bump due to brand switching? No, only 33% is. Journal of Marketing Research 40 (November): 481–491. Van Heerde, Harald J., Sachin Gupta, and Dick R. Wittink. 2003. Is 75% of the sales promotion bump due to brand switching? No, only 33% is. Journal of Marketing Research 40 (November): 481–491.
go back to reference Van Heerde, J. Harald, Peter S.H. Leeflang, and Dick R. Wittink. 2004. Decomposing the sales promotion bump with store data. Marketing Science 23 (3): 317–334.CrossRef Van Heerde, J. Harald, Peter S.H. Leeflang, and Dick R. Wittink. 2004. Decomposing the sales promotion bump with store data. Marketing Science 23 (3): 317–334.CrossRef
go back to reference Van Heerde, J. Harald, Kristiaan Helsen, and Marnik Dekimpe. 2007. The impact of a product-harm crisis on marketing effectiveness. Marketing Science 26 (2): 230–245.CrossRef Van Heerde, J. Harald, Kristiaan Helsen, and Marnik Dekimpe. 2007. The impact of a product-harm crisis on marketing effectiveness. Marketing Science 26 (2): 230–245.CrossRef
go back to reference Van Heerde, J. Harald, Shuba Srinivasan, and Marnik G. Dekimpe. 2010. Estimating cannibalization rates for a pioneering innovation. Marketing Science 29 (6): 1024–1039.CrossRef Van Heerde, J. Harald, Shuba Srinivasan, and Marnik G. Dekimpe. 2010. Estimating cannibalization rates for a pioneering innovation. Marketing Science 29 (6): 1024–1039.CrossRef
go back to reference Van Heerde, Harald J., Maarten Gijsenberg, Marnik G. Dekimpe, and Jan-Benedict E.M. Steenkamp. 2013. Advertising and price effectiveness over the business cycle. Journal of Marketing Research 50 (April): 177–193. Van Heerde, Harald J., Maarten Gijsenberg, Marnik G. Dekimpe, and Jan-Benedict E.M. Steenkamp. 2013. Advertising and price effectiveness over the business cycle. Journal of Marketing Research 50 (April): 177–193.
go back to reference Van Heerde, Harald J., Els Gijsbrechts, and Koen Pauwels. 2015. Fanning the flames? How media coverage of a price war impacts retailers, consumers and investors. Journal of Marketing Research. Van Heerde, Harald J., Els Gijsbrechts, and Koen Pauwels. 2015. Fanning the flames? How media coverage of a price war impacts retailers, consumers and investors. Journal of Marketing Research.
go back to reference Van Lin, Arjen, and Els Gijsbrechts. 2014. Shopper loyalty to whom? Chain versus outlet loyalty in the context of store acquisitions. Journal of Marketing Research 51 (3): 352–370. Van Lin, Arjen, and Els Gijsbrechts. 2014. Shopper loyalty to whom? Chain versus outlet loyalty in the context of store acquisitions. Journal of Marketing Research 51 (3): 352–370.
go back to reference Varki, Sajeev, and Pradeep K. Chintagunta. 2004. The augmented latent class model: Incorporating additional heterogeneity in the latent class model for panel data. Journal of Marketing Research 41 (2): 226–233.CrossRef Varki, Sajeev, and Pradeep K. Chintagunta. 2004. The augmented latent class model: Incorporating additional heterogeneity in the latent class model for panel data. Journal of Marketing Research 41 (2): 226–233.CrossRef
go back to reference Venkatesan, Rajkumar, and Paul W. Farris. 2012. Measuring and managing returns from retailer-customized coupon campaigns. Journal of Marketing 76 (1): 76–94.CrossRef Venkatesan, Rajkumar, and Paul W. Farris. 2012. Measuring and managing returns from retailer-customized coupon campaigns. Journal of Marketing 76 (1): 76–94.CrossRef
go back to reference Villas-Boas, J. Miguel, and Russell S. Winer. 1999. “Endogeneity in brand choice models.” Management Science 45 (10): 1324–1338. Villas-Boas, J. Miguel, and Russell S. Winer. 1999. “Endogeneity in brand choice models.” Management Science 45 (10): 1324–1338.
go back to reference Vroegrijk, Mark, Els Gijsbrechts, and Katia Campo. 2013. Close encounter with the hard discounter: A multiple-store shopping perspective on the impact of local hard-discounter entry. Journal of Marketing Research 50 (5): 606–626.CrossRef Vroegrijk, Mark, Els Gijsbrechts, and Katia Campo. 2013. Close encounter with the hard discounter: A multiple-store shopping perspective on the impact of local hard-discounter entry. Journal of Marketing Research 50 (5): 606–626.CrossRef
go back to reference Walters, Rockney G. 1989. An empirical investigation into retailer response to manufacturer trade promotions. Journal of Retailing 65 (2): 253–272. Walters, Rockney G. 1989. An empirical investigation into retailer response to manufacturer trade promotions. Journal of Retailing 65 (2): 253–272.
go back to reference Wieringa, Jaap E., Peter C. Verhoef, and Janny C. Hoekstra. 2011. Liber Amicorum in honor of Peter S.H. Leeflang. Rijksuniversiteit Groningen. Wieringa, Jaap E., Peter C. Verhoef, and Janny C. Hoekstra. 2011. Liber Amicorum in honor of Peter S.H. Leeflang. Rijksuniversiteit Groningen.
go back to reference Winer, Russell S. 1986. A reference price model of brand choice for frequently purchased products. Journal of Consumer Research 13 (September): 250–256.CrossRef Winer, Russell S. 1986. A reference price model of brand choice for frequently purchased products. Journal of Consumer Research 13 (September): 250–256.CrossRef
go back to reference Wittink, Dick R., Michael J. Addona, William J. Hawkes, and John C. Porter. 1988. The estimation, validation, and use of promotional effects based on scanner data. Working paper, Cornell University. Wittink, Dick R., Michael J. Addona, William J. Hawkes, and John C. Porter. 1988. The estimation, validation, and use of promotional effects based on scanner data. Working paper, Cornell University.
go back to reference Zhang, Jie, and Lakshman Krishnamurthi. 2004. Customizing promotions in online stores. Marketing Science 24 (4): 561–578.CrossRef Zhang, Jie, and Lakshman Krishnamurthi. 2004. Customizing promotions in online stores. Marketing Science 24 (4): 561–578.CrossRef
go back to reference Zhang, Jie, and Michel Wedel. 2009. The effectiveness of customized promotions in online and offline stores. Journal of Marketing Research 48 (2): 190–206.CrossRef Zhang, Jie, and Michel Wedel. 2009. The effectiveness of customized promotions in online and offline stores. Journal of Marketing Research 48 (2): 190–206.CrossRef
Metadata
Title
Sales Promotion Models
Authors
Harald J. van Heerde
Scott A. Neslin
Copyright Year
2017
DOI
https://doi.org/10.1007/978-3-319-56941-3_2

Premium Partner