Similar Search Results

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

Decomposing the Sales Promotion Bump with Store Data

van Heerde, Harald J.; Leeflang, Peter S.H.; Wittink, … - In: Marketing science : the marketing journal of the … 23 (2004) 3, pp. 317-334

Persistent link: https://www.econbiz.de/10006880109

RESEARCH NOTES AND COMMUNICATIONS - Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only 33% Is

Heerde, Harald J.van; Gupta, Sachin; Wittink, Dick R. - In: Journal of marketing research : JMR 40 (2003) 4, pp. 481-491

Persistent link: https://www.econbiz.de/10006649030

Using Market-Level Data to Understand Promotion Effects in a Nonlinear Model

Christen, Markus; Gupta, Sachin; Porter, John C.; … - In: Journal of marketing research : JMR 34 (1997) 3, pp. 322-334

Persistent link: https://www.econbiz.de/10006673520

Do Household Scanner Data Provide Representative Inferences From Brand Choices: A Comparison With Store Data

Gupta, Sachin; Chintagunta, Pradeep; Kaul, Anil; … - In: Journal of marketing research : JMR 33 (1996) 4, pp. 383-398

Persistent link: https://www.econbiz.de/10006678318

Dangers in using market-level data for determining promotion effects

Wittink, Dick R. - 1993

Persistent link: https://www.econbiz.de/10000876065