KIT | KIT-Bibliothek | Impressum
Open Access Logo
§
Volltext
DOI: 10.5445/KSP/1000038784/02

The Long-Term Impact of Sales Promotions on Customer Equity

Castéran, Herbert; Meyer-Waarden, Lars

Abstract:
Sales promotion is an instrument whose effectiveness for shortterm sales is proven (Blattberg and Neslin, 1990). But for the long term, researchers have identified adverse effects without managing to actually determine its impact (Van Heerde et al, 2004). While most investigations analyze the effects of promotions on sales, it is important to consider the global impact, i.e. on the customer portfolio. Although several authors have taken up this issue (Fader and Hardie, 2010; Abe, 2009b), no contribution has integrated the entire portfolio development: customer acquisit ... mehr

Abstract (englisch):
Sales promotion is an instrument whose effectiveness for shortterm sales is proven (Blattberg and Neslin, 1990). But for the long term, researchers have identified adverse effects without managing to actually determine its impact (Van Heerde et al, 2004). While most investigations analyze the effects of promotions on sales, it is important to consider the global impact, i.e. on the customer portfolio. Although several authors have taken up this issue (Fader and Hardie, 2010; Abe, 2009b), no contribution
has integrated the entire portfolio development: customer acquisi ... mehr


Zugehörige Institution(en) am KIT Institut für Informationswirtschaft und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Jahr 2014
Sprache Englisch
Identifikator ISSN: 2198-8005
URN: urn:nbn:de:swb:90-415521
KITopen ID: 1000041552
Erschienen in Customer & Service Systems
Band 1
Heft 1
Seiten 19-24
URLs Gesamtwerk
KIT – Die Forschungsuniversität in der Helmholtz-Gemeinschaft KITopen Landing Page