Promotion Dynamics

Promotions affect sales after the immediate sales bump. In other words, they have dynamic effects on consumer purchase behavior outside the period of the promotional offer. The objective of this monograph is to present a comprehensive overview of the various dynamic effects of promotions. We believe there is an opportunity for such a monograph since the literature on dynamic promotion effects is vast and quite scattered. There have been so many researchers who have worked in this field across decades, using very wide-ranging terminologies, methodologies and data, that we believe there is a need to catalogue the current state of affairs. To keep the discussion centered on a common theme, we focus in particular on the dynamic effects of <italic>price promotions</italic>, (rather than non-price promotions) offered to <italic>consumers</italic> (rather than to the trade or to sales force).