The battle for health and beauty: What drives supermarket and drugstore category-promotion lifts?

This paper studies promotion-induced competition between supermarkets and drugstores, resulting from increased channel blurring and category overlap. It documents the relative impact of price cuts and feature ads at the two channels, and establishes substantive factors underlying their differences i...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	International journal of research in marketing 2016-09, Vol.33 (3), p.557-577
Hauptverfasser:	van Lin, Arjen, Gijsbrechts, Els
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising campaigns Channel blurring Competition Drug stores Drugstores Feature ads Price cuts Promotion competition Store flyers Studies Supermarkets
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!