Promotional Activity

Promotion Profitability for a Retailer: The Role of Promotion, Brand, Category and Store Characteristics
November 1, 2006
The purpose of this article is to quantify the net unit and net profit impact of promotions for a retailer and to understand the key correlates of this impact. Using data on all promotions offered in 2003 by CVS, a leading U.S. drug retailer, the authors (1) quantify the gross promotional lift; (2) decompose this Read More