The better they are, the more they give: Trade promotions of consumer durables
Publication
, Journal Article
Bruce, M; Desai, PS; Staelin, R
Published in: Journal of Marketing Research
January 1, 2005
The authors study trade promotions for durable goods, such as automobiles, for which manufacturers provide special incentives to dealers for exceeding specific sales targets. They develop a theoretical model of consumer, retailer, and manufacturer behavior based on observations about key aspects of the automobile market. The analysis provides important insights about the intertemporal effects of trade promotions and the effect of product durability on the promotion strategies of manufacturers. For example, manufacturers of more durable products benefit more from running trade promotions and give deeper discounts. The authors find empirical support when they test the theoretical results.
Duke Scholars
Published In
Journal of Marketing Research
DOI
ISSN
0022-2437
Publication Date
January 1, 2005
Volume
42
Issue
1
Start / End Page
54 / 66
Related Subject Headings
- Marketing
- 3506 Marketing
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Bruce, M., Desai, P. S., & Staelin, R. (2005). The better they are, the more they give: Trade promotions of consumer durables. Journal of Marketing Research, 42(1), 54–66. https://doi.org/10.1509/jmkr.42.1.54.56886
Bruce, M., P. S. Desai, and R. Staelin. “The better they are, the more they give: Trade promotions of consumer durables.” Journal of Marketing Research 42, no. 1 (January 1, 2005): 54–66. https://doi.org/10.1509/jmkr.42.1.54.56886.
Bruce M, Desai PS, Staelin R. The better they are, the more they give: Trade promotions of consumer durables. Journal of Marketing Research. 2005 Jan 1;42(1):54–66.
Bruce, M., et al. “The better they are, the more they give: Trade promotions of consumer durables.” Journal of Marketing Research, vol. 42, no. 1, Jan. 2005, pp. 54–66. Scopus, doi:10.1509/jmkr.42.1.54.56886.
Bruce M, Desai PS, Staelin R. The better they are, the more they give: Trade promotions of consumer durables. Journal of Marketing Research. 2005 Jan 1;42(1):54–66.
Published In
Journal of Marketing Research
DOI
ISSN
0022-2437
Publication Date
January 1, 2005
Volume
42
Issue
1
Start / End Page
54 / 66
Related Subject Headings
- Marketing
- 3506 Marketing
- 1505 Marketing