Construct · 1 fields · 1 citations

sales promotion bump decomposition: a standalone construct

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Marketing

splitting the short-term sales increase from a price promotion into brand switching, purchase acceleration and category expansion components measured in unit sales.

In marketing, sales promotion bump decomposition refers to splitting the short-term sales increase from a price promotion into brand switching, purchase acceleration and category expansion components measured in unit sales. This meaning comes from Van Heerde (2003) in Journal of Marketing Research.[1]

Unit
Recovery means
Measured by

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Nearby constructs

acceleration4 fields · 4 citationsjingle · one word, four constructs category4 fields · 4 citationsjingle · one word, four constructs expansion4 fields · 4 citationsjingle · one word, four expansions

References

Van Heerde, H. J., Gupta, S., & Wittink, D. R. (2003). Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only 33% Is. Journal of Marketing Research, 40(4), 481-491. https://doi.org/10.1509/jmkr.40.4.481.19386

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