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Recursos bibliográficos en papel y digitales - - libros, artículos de revistas,
ponencias de eventos, etc. -
» Resultado:
3 registros
Registro 1 de 3 |
Autor: |
Beltov, Tor - Jorgensen, Steffen - Zaccour, Georges - |
Título: |
Optimal retail price promotions |
Fuente: |
Anales de Estudios Económicos y Empresariales. v.16. Universidad de Valladolid. Facultad de Ciencias Económicas y Empresariales |
Páginas: |
pp. 9-36 |
Año: |
2006 |
Resumen: |
The paper proposes a dynamic optimization model for a retailer’s price promotions of two brands in a product category. There is no general concensus in empirical marketing literature on what are the impacts of a promotion on intertemporal consumer behavior. This paper will focus on three effects: (1) The immediate, and positive, impact of a price deal on the sales of a promoted brand; (2) Brand substitution, where some consumers switch from a nonpromoted brand to a lower priced promoted brand; and (3) Consumers stockpile a promoted brand during a deal period, which affects postpromotional demand. The paper characterizes the magnitude of discounts as well as the timing and durations of promotions. Optimal policies for a myopic and a forward looking retailer are identified. We also provide comparative statics that identify the dependence of discounts and durations upon key model parameters |
Palabras clave: |
PRECIOS AL POR MENOR |
MODELOS |
CONSUMIDORES |
PRECIOS |
PROMOCIONES EN PRECIOS | RETAILING |
PRICE PROMOTIONS | CONSUMER STOCKPILING | |
Solicitar por: |
HEMEROTECA A + datos de Fuente |
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