GERMAN

Smart Customers and Retail Promotions: Empirical evidence and supply chain implications

By Julia Freiheit (auth.)

Book information

Publisher
Deutscher Universitätsverlag
Year
2001
ISBN
978-3-8244-7451-6, 978-3-663-08948-3
DOI
10.1007/978-3-663-08948-3
Language
german
Format
PDF
Filesize
5 MB (5240705 bytes)
Series
Gabler Edition Wissenschaft
Edition
1
Pages
215\231
Time added
2014-01-18 08:00:00
Economics/Management Sciencegeneral

Description

Because of new players and higher prices the German retail market is becoming increasingly competitive. In this environment it is crucial for retailers to tailor their promotional activities to the needs of their respective markets and to forecast demand as precisely as possible. Julia Freiheit develops a model, which allows a highly accurate forecast of demand, taking into account "smart" customer behavior and promotional activities. In addition to the theoretical aspects she describes the practical implications to retailing and the coordination within the supply chain.

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