文章基本信息

标题：Impacts of Promotional Tactics in a Conditional Demand System for Beverages
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作者：Brown, Mark G. ; Lee, Jonq-Ying
期刊名称：Journal of Food Distribution Research
印刷版ISSN：0047-245X
出版年度：2007
期号：SUPPL
页码：147-162
出版社：Food Distribution Research Society
摘要：This study examined the impacts of four promotional tactics—features, displays, features and display together, and temporary price reductions—in context of a conditional demand system for 12 beverages. The Rotterdam model with promotion effects specified through the Tintner-Ichimura-Basmann relationship was used in the empirical study. The estimated conditional-demand equations exhibited relatively strong own- and cross-promotional effects, indicating a relatively high level of competition for market share among the beverages studied.
关键词：advertising;demand;promotion;Rotterdam model