Journal
JOURNAL OF RETAILING
Volume 87, Issue -, Pages S43-S52Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2011.04.008
Keywords
Pricing; Promotion; Value; Retail strategy; Targeting; Retail technology
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Retailers confront a seemingly impossible dual competitive challenge: grow the top line while also preserving their bottom line. In in pricing and promotion provide considerable opportunities to target customers effectively both offline and online. Retailers also have gained enhanced abilities to measure and improve the effectiveness of their promotions. This article synthesizes recent advances in pricing. and promotions findings as they pertain to enhanced targeting. new price and promotion models, and improved effectiveness. It also highlights the role of new enabling technologies and suggests important avenues for further research. (C) 2011 New York University. Published by Elsevier Inc. All rights reserved.
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