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Who Benefits from Price Promotions?
- Source :
- Business Strategy Review. 7:41-48
- Publication Year :
- 1996
- Publisher :
- Wiley, 1996.
-
Abstract
- This article reports new research on price promotions in grocery products. The results are striking and taken with other evidence they suggest that few consumers benefit from deep-discount price promotions. The study raises big questions about how manufacturers and retailers allocate their marketing budgets - and even about whether companies' management accounting and remuneration practices may be leading to reduced profits.
Details
- ISSN :
- 14678616 and 09556419
- Volume :
- 7
- Database :
- OpenAIRE
- Journal :
- Business Strategy Review
- Accession number :
- edsair.doi...........8c9f1f99b0730fe9ad7eb4c236f3237b