Empirical Analysis of Budget and Allocation of Trade Promotions in U.S. Supermarket Industry (Record no. 29200)

MARC details
000 -LEADER
fixed length control field 01611pab a2200205 454500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140923b0 xxu||||| |||| 00| 0 eng d
040 ## - CATALOGING SOURCE
Transcribing agency Welingkar Institute of Management Development & Research, Mumbai
Original cataloging agency Welingkar Institute of Management Development & Research, Mumbai
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title ENG
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number
Item number Gom
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Gomez Miguel I
245 ## - TITLE STATEMENT
Title Empirical Analysis of Budget and Allocation of Trade Promotions in U.S. Supermarket Industry
250 ## - EDITION STATEMENT
Edition statement 3
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc.
Name of publisher, distributor, etc. Aug 2007
Date of publication, distribution, etc. 0
300 ## - PHYSICAL DESCRIPTION
Extent 410-424 Pp.
490 ## - SERIES STATEMENT
Volume/sequential designation XLIV
520 ## - SUMMARY, ETC.
Summary, etc. Using a unique data set, the authors examine the role of manufacturer and retailer characteristics in the joint determination of trade promotion budgets for supermarket brands and their allocation across trade promotion types. They find that manufacturer variables, such as brand position in retailer product category and brand price premium, and annual retailer sales determine trade promotion budgets. Furthermore, retail companies with larger shares of private labels in product category sales, larger annual sales, and stronger brand positioning are able to increase the allocation of promotional funds to off-invoices and decrease allocation to performance-based trade promotions, such as scanbacks/accruals and billbacks. Manufacturers with formal trade promotion policies tend to decrease allocation to off-invoices. The authors discuss marketing policy implications of this study and provide research directions.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Supermarket, Trade Promotions,
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="http://192.168.6.13/libsuite/mm_files/Articles/AR9314.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR9314.pdf</a>
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 27015
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        Main Library Main Library 21/11/2007 0.00   Gom AR9314 23/09/2014 0.00 23/09/2014 Articles

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