Return to results
Journal articles (1994), Recherche et Applications en Marketing, pp. 53-79

Mesure d'impact de promotion des ventes : description et comparaison de trois méthodes

Measuring the impact of sales promotion campaigns and analysing the ensuing results over a period of time represents a critical task for a product manager. This paper applies and compares three statistical approaches which assess the impact of promotions on the sales of a product.

INDJEHAGOPIAN, J.P. and MACE, S. (1994). Mesure d'impact de promotion des ventes : description et comparaison de trois méthodes. Recherche et Applications en Marketing, pp. 53-79.