Dix ans de recherches sur la mesure des effets des promotions

La tres forte croissance des recherches en promotion des ventes est due en grande partie a l'apparition des donnees issues des panels scannerises. Ces donnees sont a l'origine de plusieurs traditions de recherche que l'on peut distinguer par leur variable dependante: les modeles de me...

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Published inIDEAS Working Paper Series from RePEc
Main Author Chandon, P
Format Paper
LanguageEnglish
Published St. Louis Federal Reserve Bank of St. Louis 01.01.1994
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Abstract La tres forte croissance des recherches en promotion des ventes est due en grande partie a l'apparition des donnees issues des panels scannerises. Ces donnees sont a l'origine de plusieurs traditions de recherche que l'on peut distinguer par leur variable dependante: les modeles de mesure sur donnees agregees, dont l'objectif est de fournir aux praticiens un outil leur permettant de quantifier les effets des promotions sur les ventes; les modeles de mesure sur donnees individuelles qui permettent de connaitre et de quantifier les effets des promotions sur le choix de la marque, la quantite achetee, la date d'achat et la decision d'acheter; les modeles d'aide a la decision, dont l'objectif est d'aider les decideurs a concevoir des actions promotionnelles rentables. Cet article presente la specificite de chaque tradition de recherche, ses principaux resultats et ses pistes de recherches les plus prometteuses.
AbstractList La tres forte croissance des recherches en promotion des ventes est due en grande partie a l'apparition des donnees issues des panels scannerises. Ces donnees sont a l'origine de plusieurs traditions de recherche que l'on peut distinguer par leur variable dependante: les modeles de mesure sur donnees agregees, dont l'objectif est de fournir aux praticiens un outil leur permettant de quantifier les effets des promotions sur les ventes; les modeles de mesure sur donnees individuelles qui permettent de connaitre et de quantifier les effets des promotions sur le choix de la marque, la quantite achetee, la date d'achat et la decision d'acheter; les modeles d'aide a la decision, dont l'objectif est d'aider les decideurs a concevoir des actions promotionnelles rentables. Cet article presente la specificite de chaque tradition de recherche, ses principaux resultats et ses pistes de recherches les plus prometteuses.
Author Chandon, P
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