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Detalles de la obra

Sales promotion
Título:
Sales promotion
Subtítulo:
concepts, methods, and strategies
Autor(es):
Blattberg, Robert C.; Neslin, Scott A.
Pie de imprenta:
Englewood Cliffs: Prentice-Hall, c1990
Descripción física:
xiii, 513 p. il. 25 x 18 cm.
Idioma:
Inglés
ISBN:
0-13-788167-3
Resumen:
Contiene: I. Conceptual underpinnings. 1. Introduction. 2. Theories and concepts of consumer behavior applied to sales promotion. 3. The deal-prone consumer. 4. Economic theories of promotions. 5. How promotions affect sales. II. Methods for analyzing sales promotions. 6. Sales promotion experiments. 7. Regression analysis applied to sales promotion. 8. Choice and purchase timing models. 9. Time series analysis applied to sales promotion. III. Substantive findings and issues. 10. Coupons. 11. Trade dealing. 12. Retail promotions. IV. Sales promotion planning. 13. The manufacturer promotion planning process. 14. The retailer promotion planning process. 15. Strategic issues in the design of promotional strategies.
Referencias bibliográficas:
Incluye Bibliografía
Ubicación física:
658.82 / BLA
Tipo de material:
[Material Impreso]