MARC details
| 000 -LEADER |
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| fixed length control field |
01816nam a22002657a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20210520160528.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
210520b |||||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
MSU |
| Transcribing agency |
MSU |
| Description conventions |
rda |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Cuellar, Steven. |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Measuring the effect of promotion in non-controlled settings: a decompositional approach |
| Statement of responsibility, etc. |
created by Steven Cuellar, Michael Noland and Scott Kirkwood. |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Abingdon |
| Name of producer, publisher, distributor, manufacturer |
Taylor and Francis |
| Date of production, publication, distribution, manufacture, or copyright notice |
2012 |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| Content type code |
txt |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| Media type code |
n |
| 338 ## - CARRIER TYPE |
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| Source |
rdacarrier |
| Carrier type term |
volume |
| Carrier type code |
nc |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
Journal of Strategic Marketing |
| Volume/sequential designation |
Volume 20, number 2, |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
This paper provides a market based method that allows firms to obtain an accurate measure of the effects of promotion in non-controlled settings. Determining the effect of promotion is often confounded by differences in price between promoted and non-promoted sales as well as heterogeneity among consumers who buy promoted and non-promoted products. This paper provides a market based method that overcomes both these obstacles. We begin first by providing a brief graphical analysis outlining the problems associated with accurately measuring the effects of promotion. We address the particular issue of price and how to decompose the effects of price from promotion. Next, we address the issue of heterogeneity of consumers, allowing those who buy on promotion to differ from those who buy off promotion. Finally we introduce a formal methodology to isolate the effects of promotion. |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Promotion effects |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Return on investment (ROI) |
| 650 4# - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Decomposition |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Noland,Michael. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kirkwood, Scott . |
| Relator term |
author |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://doi.org/10.1080/0965254X.2011.581381 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Journal Article |