Trade promotions: A call for a more rational approach

Zerrillo, P C and lacobucci, D (1995) Trade promotions: A call for a more rational approach. Business Horizons, 38 (4). 69 - 76.

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Abstract

Power retailers have come to dominate the retail competition in recent years. A new class of merchants, they not only have begun to rule their tier of the channel, but they are also e:<erting tremendous influence over their suppliers. Nowhere is this more evident than in the packaged goods industry, where retailers have l teen able to demand trade deals from manufacturers previously believed to rule the distributive trade with an iron hand. Manufacturers ha tie responded by engaging in what seems to be 3 neyer-ending escalations of promotional and price allowances aimed at buying their way onto the retailers’ shelves.

Affiliation:	Indian School of Business
ISB Creators:	ISB Creators ORCiD Zerrillo, P C UNSPECIFIED
Item Type:	Article
Additional Information:	The research paper was published by the author with the affiliation of The University of Texas at Austin.
Uncontrolled Keywords:	Trade promotion, Retailers, Manufacturers
Subjects:	Marketing
Depositing User:	Ilayaraja M
Date Deposited:	16 Jul 2019 19:42
Last Modified:	16 Jul 2019 19:42
URI:	http://eprints.exchange.isb.edu/id/eprint/1274
Publisher URL:	https://doi.org/10.1016/0007-6813(95)90011-X
Publisher OA policy:	http://sherpa.ac.uk/romeo/issn/0007-6813/
Related URLs:	Google Scholar

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