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

DOI10.1287/MNSC.41.5.749MaRDI QIDQ4865411zbMATH OpenOpenAlexFDO

Authors 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)

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Cited in

(12)

• Please or squeeze? Brand performance implications of constrained and unconstrained multi-item promotions
• The effects of customer rebates and retailer incentives on a manufacturer's profits and sales
• Forward buying and strategic stockouts
• Modeling brand advertising with heterogeneous consumer response: channel implications
• Varying parameter models to accomodate dynamic promotion effects
• Optimal advertising and promotion budgets in dynamic markets with brand equity as a mediating variable
• The effects of an undisclosed regular price and a positive leadtime in a presale mechanism
• Optimizing time limits in retail promotions: an email application
• Advertising response models with managerial impact: an agenda for the future
• scientific article; zbMATH DE number 1908243 (Why is no real title available?)
• Sustainable trade promotion decisions under demand disruption in manufacturer-retailer supply chains
• Multi-period price promotions in a single-supplier, multi-retailer supply chain under asymmetric demand information

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