Open AccessCommentary—Approaches to Promotion Evaluation: A Practitioner's Viewpoint
Author(s) -
Rudolph W. Struse
Publication year - 1987
Publication title -
marketing science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 5.938
H-Index - 127
eISSN - 1526-548X
pISSN - 0732-2399
DOI - 10.1287/mksc.6.2.150
Subject(s) - marketing , promotion (chess) , business , sales promotion , advertising , public relations , sales management , political science , politics , law
As a marketing practitioner, I applaud Messrs. Abraham and Lodish and Messrs. Blattberg and Levin for attempting to unravel the effects of promotional actions, especially those directed at the retail trade. Both papers demonstrate a keen awareness of the “messy” problems confronting practitioners, such as gaps in companies' internal records, numerous deviations from nominal promotional plans, inadequacies in the common sources of competitive sales data, and the confounding of various merchandising actions.