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...

In a viral marketing campaign an organization develops a marketing message, and stimulates customers to forward this message to their contacts. Despite its increasing popularity, there are no models yet that help marketers to predict how many customers a viral marketing campaign will reach, and...

Does sharing market information help channel partners to buildstronger mutual relationships? Is low initial trust really animpediment for further relationship development by means ofinformation sharing? How do connections with other competingchannel partners affect the relationship building...