Most evaluations of marketing expenditures focus on the value of the marketing effort to the sponsoring organization (often the manufacturer or the distributor). This research concentrates on the impact of these efforts and expenditures on the ultimate customer. The direct question at hand is...

This research uses Procter & Gamble's value pricing initiative as a context for testing whether actual competitor and retailer response to a major policy change can be predicted using a game-theoretic model. We first estimate demand functions for P&G and competitor brands from the period before...

We use data on all manufacturer funding and promotion activity by a major U.S. retailer during a two-year period to compute promotion pass-through and assess its magnitude. Then, we estimate a two-tiered probit and lognormal regression model to study drivers of the large variation we observe in...

Reply of the authors of Farris, P., J. Olver, C. De Kluyver. 1989. The relationship between distribution and market share. 107–128 to commentaries Hughes, D. A. 1989. Commentary. 128 and Kruger, M. W., J. Dennerlein, A. Power. 1989. Commentary—Deciphering distribution effects. 129–130.

We quantified the net unit and profit impact of each promotion offered in 2003 by CVS, a leading U.S. drug retail chain, and analyzed the key drivers of variation in this net impact. We used this analysis to identify the least effective promotions and conducted a controlled field test to...

This paper develops an aggregate-level model of distribution and market share for frequently purchased, branded consumer goods that is founded in the concepts of “push” and “pull.” The model makes a key distinction between uncompromised and compromised demand as sources of market share....