Una propuesta de modelización del efecto de las promociones de precio sobre las ventas de productos light y regulares

  1. Josefa Parreño Selva 1
  2. Francisco J. Mas Ruiz 1
  3. Aurora Calderón Martínez 1
  4. Enar Ruiz Conde 1
  1. 1 Universitat d'Alacant
    info

    Universitat d'Alacant

    Alicante, España

    ROR https://ror.org/05t8bcz72

Libro:
Estrategias competitivas en canales de distribución comercial tradicional "versus" on-line
  1. Vázquez Casielles, Rodolfo (coord.)
  2. Juan A. Trespalacios Gutiérrez (coord.)
  3. Eduardo Estrada Alonso (coord.)
  4. Celina González Mieres (coord.)

Editorial: Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo

ISBN: 978-84-8367-357-7

Ano de publicación: 2011

Páxinas: 179-190

Tipo: Capítulo de libro

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Resumo

Recently, the sales of virtue products and their promotions have increase significantly. However, the literature has dedicated little attention to the modeling of the impact that price promotions of these virtue products (light) and also that of vice products (regular) on retail sales. Furthermore, previous studies have only estimated the direct effect on sales. This chapter proposes models which capture the direct effect and also the cross effects. Concretely this chapter analyzes the cross effects within a category, between categories and also across periods of time.

Fonte de datos: Dialnet