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

DOI10.1287/MNSC.41.5.749zbMATH Open0843.90065OpenAlexW2103843160MaRDI QIDQ4865411FDOQ4865411

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

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zbMATH Keywords

optimal advertisingmarketing mixtrade promotionproduct policy

Mathematics Subject Classification ID

Marketing, advertising (90B60)

Cited In (12)

• Advertising response models with managerial impact: an agenda for the future
• Title not available (Why is that?)
• 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
• Forward buying and strategic stockouts
• Modeling brand advertising with heterogeneous consumer response: channel implications
• Varying parameter models to accomodate dynamic promotion effects
• Optimizing time limits in retail promotions: an email application
• The effects of an undisclosed regular price and a positive leadtime in a presale mechanism
• Optimal advertising and promotion budgets in dynamic markets with brand equity as a mediating variable
• 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

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