The Effects of Retailer and Consumer Response on Optimal Manufacturer Advertising and Trade Promotion Strategies

DOI10.1287/MNSC.41.5.749zbMath0843.90065OpenAlexW2103843160MaRDI QIDQ4865411

Scott A. Neslin, Linda G. Schneider Stone, Stephen G. Powell

Publication date: 19 August 1996

Published in: Management Science (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1287/mnsc.41.5.749

zbMATH Keywords

optimal advertisingmarketing mixtrade promotionproduct policy

Mathematics Subject Classification ID

Marketing, advertising (90B60)

Related Items (4)

The effects of an undisclosed regular price and a positive leadtime in a presale mechanism ⋮ Multi-period price promotions in a single-supplier, multi-retailer supply chain under asymmetric demand information ⋮ Forward buying and strategic stockouts ⋮ Varying parameter models to accomodate dynamic promotion effects

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