Managing Trade Promotions in the Context of Market Power

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dc.contributor.authorJack J. Kasulis
dc.contributor.authorFred W. Morgan
dc.contributor.authorDavid E. Griffith
dc.contributor.authorJames M. Kenderdine
dc.date.accessioned2016-01-14T19:52:50Z
dc.date.accessioned2016-03-30T15:37:05Z
dc.date.available2016-01-14T19:52:50Z
dc.date.available2016-03-30T15:37:05Z
dc.date.issued1999-07-01
dc.description.abstractThe use of trade promotions as a channel-programming tool has increased substantially in the past decade. In focusing on the tactical implications of trade promotions, some firms appear to have underestimated the tendency of poorly planned trade promotions to interfere with the implementation of a marketing strategy. In this article, the authors examine the complex issue of trade promotion use from both long-term and short-term perspectives. Different trade promotions can produce dissimilar types of channel cooperation, consumer responses, and postpromotion channel member behavior, resulting in differences in distribution-programming preferences between suppliers and retailers. The authors argue that the adjudication of these different preference structures is addressed through the market power of the channel participants. Based on an assessment of these channel relationships, an approach for suggested courses of action is forwarded.en_US
dc.description.peerreviewYesen_US
dc.description.peerreviewnoteshttps://us.sagepub.com/en-us/nam/manuscript-submission-guidelinesen_US
dc.identifier.citationKasulis, J. J., Morgan, F. W., Griffith, D. E., & Kenderdine, J. M. (1999). Managing Trade Promotions in the Context of Market Power. Journal of the Academy of Marketing Science, 27(3), 320-332. doi: 10.1177/0092070399273003en_US
dc.identifier.doi10.1177/0092070399273003en_US
dc.identifier.urihttp://hdl.handle.net/11244/24929
dc.language.isoen_USen_US
dc.publisherJournal of the Academy of Marketing Science
dc.rights.requestablefalseen_US
dc.titleManaging Trade Promotions in the Context of Market Poweren_US
dc.typeResearch Articleen_US

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