The design and topology of a neural network is still an important and difficult task. To solve the problems of topology posed by the introduction of connexionism, new approaches are proposed, and especially a combination of induction rules with a statistical estimation of the neuron coefficients...

Signaling effect of a promotional price reduction: concept and experimentation Abstract Sales promotion has often positive effects on short term demand effects due to the benefits provided and to the signaling effect of the communication. If information is missing (regular price, price...

The arrival in France of the euro in 2002, and the withdrawal of the franc, have been anticipated within many companies in all operational areas (payroll, billing and accounting for example). As far as price policy is concerned, the company must determine, beyond the compulsory legal conversion,...

La communication présente les principales applications de réseaux de neurones en marketing

In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price...

Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with...

Managers in the fundraising and public sectors face the constant challenge of soliciting donations from a population who may or may not have donated before. Rather than merely asking respondents what they wish to donate, it is standard practice to present a set of suggested amounts – the...

Virtual bundling is a promotional offer in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As a promotional technique offering numerous advantages to retailers and manufacturers, virtual bundling is more and more used...