Reply
Published Online:1 May 1987https://doi.org/10.1287/mksc.6.2.152
Abstract
The comments by Kruger (Kruger, M. W. 1987. Commentary—Steps toward mastering trade promotions. Marketing Sci.6 147–149.) and Struse (Struse, III, R. W. 1987. Commentary—Approaches to promotion evaluation: A practitioner's viewpoint. Marketing Sci.6 150–151.) describe some important concepts and issues involved in improving trade promotion effectiveness. In this response we comment on some of our work that addresses those issues, and some areas where we may differ in emphasis.
