Data Mining for Individual Consumer Models and Personalized Retail Promotions
نویسندگان
چکیده
11.
منابع مشابه
Pii: S0022-4359(02)00066-0
Does manufacturer advertising for a brand stimulate or suppress retail price promotions? This study addresses this controversial issue. The authors develop an analytical model that shows that the relationship between manufacturer advertising and retail price promotion depends on the role of advertising. If advertising differentiates brands and suppresses consumer response to retail promotion, t...
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