Srinivasan, Srinivasan, S.; Pauwels, Pauwels, K.H.; … - Erasmus Research Institute of Management (ERIM), … - 2002
While there has been strong managerial and academic interest in price promotions, much of the focus has been on the … impact of such promotions on category sales, brand sales and brand choice. In contrast, little is known about the long …-run impact of price promotions on manufacturer and retailer revenues and margins, although both marketing researchers and …