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003			ZW-GwMSU
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008			210520b |||||||| |||| 00| 0 eng d
040			_aMSU _cMSU _erda
100	1		_aCuellar, Steven. _eauthor
245	1	0	_aMeasuring the effect of promotion in non-controlled settings: a decompositional approach _ccreated by Steven Cuellar, Michael Noland and Scott Kirkwood.
264			_aAbingdon _bTaylor and Francis _c2012
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of Strategic Marketing _vVolume 20, number 2,
520			_aThis 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		_aPromotion effects
650	4		_aReturn on investment (ROI)
650	4		_aDecomposition
700			_aNoland,Michael. _eauthor
700			_aKirkwood, Scott . _eauthor
856			_uhttps://doi.org/10.1080/0965254X.2011.581381
942			_2lcc _cJA
999			_c157324 _d157324