This paper deals with sales promotions in the form of consumer price discounts in fast-moving consumer goods. First, we show analytically that suboptimality is to be expected with respect to the size of the consumer price discount. This is due to the separate decision making of the retailer and...

The research aims to study the effect of sales promotion on the purchase quantity and recommend sales promotional means and methods that could improve sales for retail sector in Malaysia. The impact of coupons, bonus packages, premiums, free samples and price discount is measured on purchase...

Prior research hypothesizes managers use ‘real actions,’ including the reduction of discretionary expenditures, to manage earnings to meet or beat key benchmarks. This paper examines this hypothesis by testing how different types of marketing expenditures are used to boost earnings for a...

Diese Doktorarbeit beschreibt Businessmodelle und interne Schlüsselerfolgsfaktoren für Vertriebsunternehmungen, welche auf die Verarbeitungsmärkte der Basis der Wirtschaftspyramide (Base of Pyramid Converter Markets - BOP-CMs) für industrielle, chemische Güter abzielen. Die Studie wurde...

Conventional wisdom in marketing holds that retailer forward buying (1) is a consequence of manufacturer trade promotions and (2) stockpiling units helps the retailer but hurts the manufacturer. This paper provides a deeper understanding of forward buying by analyzing it within the context of...

The current study aims to research the promotional strategies targeted to the consumer of a single-product category. Primarily, it focuses on the study of the influence made by the promotional strategies of Manufacturer brands (MB) in the sales of the whole category in general and, in the...

Markenfokussierte vertikale Distributionssysteme wie bei Esprit, S.Oliver oder Swarovski basieren auf einem integrierten Markenauftritt, einer vertikalen Wertschöpfungskette und multiplen Distributionsformen unterschiedlicher Vielfalt. Diese drei Kernelemente sind im Distributionssystem...