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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 acquisition, activity of existing customers and churn.
This research, therefore, contributes by establishing a long-term vision of the impact of sales promotions on the value of the customer portfolio (customer equity), not just on sales. ... 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 acquisition, activity of existing customers and churn.
This research, therefore, contributes by establishing a long-term vision of the impact of sales promotions on the value of the customer portfolio (customer equity), not just on sales. ... mehr

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Volltext §
DOI: 10.5445/KSP/1000038784/02
Coverbild
Zugehörige Institution(en) am KIT Institut für Informationswirtschaft und Marketing (IISM)
Publikationstyp Zeitschriftenaufsatz
Jahr 2014
Sprache Englisch
Identifikator ISSN: 2198-8005
urn:nbn:de:swb:90-415521
KITopen-ID: 1000041552
Erschienen in Customer & Service Systems
Band 1
Heft 1
Seiten 19-24
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