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Is 3/4 od the sales promotion bump due to brand switching? : No it is 1/3.

Heerde, Harald J. van (contributor); … - 2003 - [Elektronische Ressource]

Persistent link: https://www.econbiz.de/10001773638

The brand switching fraction of promotion effects : unit sales versus elasticity decompositions

Heerde, Harald J. van; Gupta, Sachin; Wittink, Dick R. - 2002

Persistent link: https://www.econbiz.de/10001716127

How promotions work: ScanPro-based evolutionary model building

Heerde, Harald J. van; Leeflang, Peter; Wittink, Dick R. - In: Schmalenbach business review : sbr 54 (2002) 3, pp. 198-220

Persistent link: https://www.econbiz.de/10001678866

Flexible decomposition of price promotion effects using store-level scanner data

Heerde, Harald J. van; Leeflang, Peter; Wittink, Dick R. - 2002

Persistent link: https://www.econbiz.de/10001681986

How Promotions Work : Scan*Pro-Based Evolutionary Model Building

Leeflang, Peter; Heerde, Harald J. van; Wittink, Dick R. - 2008

We provide a rationale for evolutionary model building. The basic idea is that to enhance user acceptance it is important that one begins with a relatively simple model. Simplicity is desired so that managers understand models. As a manager uses the model and builds up experience with this...

Persistent link: https://www.econbiz.de/10014112758