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Direct and indirect effects of retail promotions on sales and profits in the do-it-yourself market
2004
Expert systems with applications
In this study, we measure complementary effects of retail promotions for a large number of product pairs. For this, we make use of market basket analysis. We argue that failing to take these cross-effects into consideration, may lead retail managers to severely underestimate the impact of promotional efforts. Moreover, we provide guidelines for optimizing promotional strategies. To this end, we introduce lift, a measure for the strength of a complementary relationship, as a moderator in
doi:10.1016/j.eswa.2003.12.003
fatcat:ei5m4mkaqnbtrldmn5yomx6kqa