Evaluating Promotions in Shopping Environments: Decomposing Sales Response into Attraction, Conversion, and Spending Effects - Retailers may misjudge the effectiveness of their promotional activity if they only focus on store sales.
| Year of publication: |
2001
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| Authors: | Lam, Shun Yin ; Vandenbosch, Mark ; Hulland, John ; Pearce, Michael |
| Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 20.2001, 2, p. 194-215
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