The power of before and after : how the Dirichlet can analyze the sales impact of a promotional activity
McCabe, James, Stern, Philip and Dacko, Scott. (2012) The power of before and after : how the Dirichlet can analyze the sales impact of a promotional activity. Journal of Advertising Research, 52 (2). pp. 214-224. ISSN 1740-1909Full text not available from this repository.
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The Dirichlet is a well-established theoretical model that describes and predicts patterns of purchasing behavior in stationary markets. This paper uses data from a highly nonstationary market to demonstrate that the Dirichlet norms also provide a baseline to interpret change in purchasing behavior—in particular, change wrought by sustained promotional activity. The empirical analysis of industrial purchasing data describes how one supplier more than doubled its share of the market. This share increase was achieved by, first, securing a higher share of the category purchases made by heavy buyers (increasing purchase frequency) before adopting a more typical growth strategy of attracting more buyers (increasing penetration).
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
|Journal or Publication Title:||Journal of Advertising Research|
|Publisher:||World Advertising Research Center|
|Page Range:||pp. 214-224|
|Status:||Not Peer Reviewed|
|Access rights to Published version:||Restricted or Subscription Access|
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