The evaluation and analysis of retail sales promotions

The evaluation and analysis of retail sales promotions

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Article ID: iaor19921014
Country: Netherlands
Volume: 47
Issue: 3
Start Page Number: 330
End Page Number: 338
Publication Date: Aug 1990
Journal: European Journal of Operational Research
Authors: ,
Abstract:

This case study documents research carried out for a chain of medium sized supermarkets who sought to improve promotional decision making by making use of data available from the installation of electronic point of sale terminals. A methodology for evaluating price promotions is provided and the effectiveness of promotional tools such as off-shelf display and price reduction is explored through the analysis of historic sales data.

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