Excerpt from A Theory of Consumer Promotions: Managerial Implications Promotion expenditures have grown dramatically in recent years, reaching an estimated $60 billion in Industry reactions to this trend are mixed. Hertz chair, Olson, finds such expenditures counter profitable.2 7-up's chair, Winter, finds them essential and productive.3 Bystanders attribute the confused Spending in part, at least, to the management of promotion dollars. An Ad Age article titled Room at the Top in Promotions, suggest that promotion ...
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Excerpt from A Theory of Consumer Promotions: Managerial Implications Promotion expenditures have grown dramatically in recent years, reaching an estimated $60 billion in Industry reactions to this trend are mixed. Hertz chair, Olson, finds such expenditures counter profitable.2 7-up's chair, Winter, finds them essential and productive.3 Bystanders attribute the confused Spending in part, at least, to the management of promotion dollars. An Ad Age article titled Room at the Top in Promotions, suggest that promotion management has remained clerical despite the fact that promotion expenditures have grown from 52 to 602 of a typical marketing budget. In Sales Promotion Fast Growth, Faulty Management, Strang (1976) suggests that promotion expenditures have been used by brand managers to optimize their career paths rather than their firms' profits. In this paper we will explore the popular myth which suggests that promotional spending is inherently irrational since it places manufacturers in a situation analogous to the prisoner's dilemma. We then develop rules of thumb that a profit maximizing manufacturer can use to allocate promotional dollars across products in a line and to sequence promotions through time. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at ... This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
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Add this copy of A Theory of Consumer Promotions Managerial Implications to cart. $17.01, new condition, Sold by Paperbackshop rated 4.0 out of 5 stars, ships from Bensenville, IL, UNITED STATES, published 2018 by Forgotten Books.
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