منابع مشابه
Promotion, Brand Awareness, and Price Competition in Large Online Markets
We study a model where retailers endogenously engage in both promotional advertising to attract loyal customers as well as informational advertising, which consists of deciding whether and what price to list on a price comparison site. We derive a symmetric subgame perfect equilibrium of the model and study the limiting properties of equilibrium prices, promotion, and listing decisions as the n...
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Traditional marketing communication options are becoming evermore limited to the tobacco industry, on a global basis, with 163 countries ratifying the World Health Organization’s (WHO) Framework Convention on Tobacco Control (FCTC) to date. Consequently, the issue of tobacco representation in the entertainment and digital media, and its potential promotional effect, has been gaining attention. ...
متن کاملBrand Loyalty and Price Promotion Strategies: An Empirical Analysis
Though brand loyalty has been studied extensively in the marketing literature, the relationship between brand loyalty and retail pricing strategies is not well understood. Designing promotion strategies involves two key decisions: the percentage reduction in price from the existing price point (depth), and the frequency with which a product is promoted. These decisions, in turn, are critically ...
متن کامل1 Promotion Profitability for a Retailer : the Role of Promotion , Brand , Category , and Store Characteristics
The purpose of this paper is to quantify the net unit and net profit impact of promotions for a retailer and to understand the key correlates of this impact. Using data on all promotions offered in 2003 by CVS, a leading U.S. drug retailer, the authors (a) quantify the gross promotional lift; (b) decompose this into switching, stockpiling, and incremental lift for the retailer; (c) estimate the...
متن کاملDesigning a Bank Melli Iran Brand Promotion Model: A Mixed ApproachAbstract
While many studies have pointed to the importance of branding as an important component in marketing, so far many local models have not been introduced in relation to the factors affecting the promotion of a bank's brand in Iran. In this regard, the present study was conducted with the aim of designing a brand promotion model for Bank Melli Iran, as the largest bank in the Islamic world.In term...
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ژورنال
عنوان ژورنال: ЕКОНОМІКА І РЕГІОН Науковий вісник
سال: 2021
ISSN: 2414-0538,2218-1199
DOI: 10.26906/eir.2021.1(80).2241