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Title: Impacts of Promotional Tactics in a Conditional Demand System for Beverages
Authors: Brown, Mark G.
Lee, Jonq-Ying
Keywords: advertising
Rotterdam model
Issue Date: 2007
Abstract: 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.
Identifiers: 0738-8950
Institution/Association: Journal of Agribusiness>Volume 25, Number 2, Fall 2007
Total Pages: 16
From Page: 147
To Page: 162
Collections:Volume 25, Number 2, Fall 2007

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