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https://ptsldigital.ukm.my/jspui/handle/123456789/773545| Title: | In-store promotions : is their effect worth promoting |
| Authors: | Amy Rummel John Stewart |
| Editors: | William Lazer Eric H. Shaw Chow-Hou Wee |
| Conference Name: | International Conference Series Volume IV 1989 |
| Keywords: | In-store promotion Retail sales Retail promotion |
| Conference Date: | 1989-07-16 |
| Conference Location: | National University of Singapore, Singapore |
| Abstract: | In-store promotion has become one of the most commonly Implemented techniques used to enhance retail sales. Intuitively, while this type of prize contest appears to facll ltate sales customer switching, little empirical research has been done to evaluate Its effectiveness. Results from a field experiment Indicate that while customers are reinforced for their Initial switch of brands, this behaviour Is not sustained. The cost effectiveness of this particular type of retail promotion Is discussed . |
| ISBN: | 0-939783-01-0 |
| Pages: | 293-297 |
| Call Number: | HF5411.B52 1989 katsem |
| Publisher: | Academy of Marketing Science |
| URI: | https://ptsldigital.ukm.my/jspui/handle/123456789/773545 |
| Appears in Collections: | Seminar Papers/ Proceedings / Kertas Kerja Seminar/ Prosiding |
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