Manufacturers and retailers are spending more and more of their marketing money on sales promotions. Conflicting empirical results exist with respect to the effects of these sales promotions on household purchase behavior. Based on household scanner data, new insights are developed into the drivers of household promotion response and into the different reaction mechanisms that constitute household promotion response.

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B. Wierenga (Berend) , T. Kloek (Teun)
Erasmus University Rotterdam
Erasmus University Rotterdam. Promotores: Prof.dr.ir. B. Wierenga, Prof.dr. T. Kloek. Other Members: Prof.dr. Ph.H.B.F. Franses, Prof.dr. P.S.H. Leeflang, Prof.dr.ir. M.G. Dekimpe
hdl.handle.net/1765/868
ERIM Ph.D. Series Research in Management
Erasmus Research Institute of Management

Teunter, L.H. (2002, September 19). Analysis of Sales Promotion Effects on Household Purchase Behavior (No. ERIM PhD Series;EPS-2002-016-ORG). ERIM Ph.D. Series Research in Management. Erasmus University Rotterdam. Retrieved from http://hdl.handle.net/1765/868