EFFECT OF GENERIC PROMOTION OF FLOWERS ON THE USE OF RETAIL FLOWER OUTLETS

AIDs demand models are used to test if the generic promotion of fresh-cut flowers influenced the market shares for florists, supermarkets, and other retail outlets. Were the generic efforts outlet neutral? Generic promotions of fresh-cut flowers is shown to be outlet neutral while the brand advertising increased florists' market share.

MoreLess

Year of publication:	1998
Authors:	Rimal, Arbindra ; Ward, Ronald W.
Institutions:	Agricultural and Applied Economics Association - AAEA
Subject:	Fresh-cut flowers \| generic promotion \| AIDs model \| Marketing

freely available

Full text |

More access options

Check Google Scholar

In German libraries (KVK)

I need help

More details

Extent:	application/pdf
Series:	1998 Annual meeting, August 2-5, Salt Lake City, UT.
Type of publication:	Book / Working Paper
Notes:	The text is part of a series 1998 Annual meeting, August 2-5, Salt Lake City, UT Number 21005
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10005536457