Practice Prize Report—Quantifying and Improving Promotion Effectiveness at CVS

References

• Abraham M. M., Lodish L. M. An implemented system for improving promotion productivity using store scanner data. Marketing Sci. (1993) 12(3):248–269Link, Google Scholar
• Ailawadi K. L., Harlam B., Cesar J., Trounce D. Retailer promotion profitability: The role of promotion, brand, category, and market characteristics. J. Marketing Res. (2006) XLIII(November):518–535Crossref, Google Scholar
• Bell D. R., Chiang J., Padmanabhan V. The decomposition of promotional response: An empirical generalization. Marketing Sci. (1999) 18(4):504–526Link, Google Scholar
• Blattberg R., Neslin S. A.Sales Promotion: Concepts, Methods, and Strategies (1990) (Prentice-Hall Publishers, Englewood Cliffs, NJ) Google Scholar
• Cannondale AssociatesTrade Promotion Spending and Merchandising Industry Study (2000) (Cannondale Associates, Wilton, CT) Google Scholar
• Cooper L. G., Baron P., Levy W., Swisher M., Gogos P. PromoCast: A new forecasting method for promotion planning. Marketing Sci. (1999) 18(3):301–316Link, Google Scholar
• Gupta S. Impact of sales promotions on when, what, and how much to buy. J. Marketing Res. (1988) 25(November):342–355Crossref, Google Scholar
• McAlister L. The impact of price promotions on a brand's market share, sales pattern, and profitability. (1986) . Working Paper 1622-85, Sloan School of Management, MIT, Cambridge, MAGoogle Scholar
• Narasimhan C., Neslin S. A., Sen S. Promotional elasticities and category characteristics. J. Marketing (1996) 60(April):17–30Crossref, Google Scholar
• Promotion Marketing Association Promotion trends report. (2003) . http://www.pmalink.orgGoogle Scholar
• Macé S., Neslin S. The determinants of pre- and postpromotion dips in sales of frequently purchased goods. J. Marketing Res. (2004) XLI(August):339–350Crossref, Google Scholar
• Shankar V., Bolton R. An empirical analysis of determinants of retailer pricing strategy. Marketing Sci. (2004) 23(1):28–49Link, Google Scholar
• Srinivasan S., Pauwels K., Hanssens D., Dekimpe M. Do promotions benefit manufacturers, retailers or both? Management Sci. (2004) 50(5):617–629Link, Google Scholar
• Sun B. Promotion effect on endogenous consumption. Marketing Sci. (2005) 24(3):430–443Link, Google Scholar
• van Heerde H. J., Gupta S., Wittink D. Is 75% of the sales promotion bump due to brand switching? No, only 33% is. J. Marketing Res. (2003) XL(November):481–491Crossref, Google Scholar
• van Heerde H. J., Leeflang P. S. H., Wittink D. R. Decomposing the sales promotion bump with store data. Marketing Sci. (2004) 23(3):317–334Link, Google Scholar