Julia Freiheit • Smart Customers and Retail Promotions
Empirical Evidence and Supply Chain Implications 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.
Introduction Seiten 1-11
Literature Review Seiten 13-30
A Two-Stage Manufacturer-Retailer Model with Promotions Seiten 31-52
Empirical Analysis Seiten 53-72
A Two-Echelon Inventory Model with Optimal Promotions Seiten 73-82
Managerial Implications Seiten 83-89
Conclusions Seiten 91-202
Bibliography Seiten 203-215
Deutscher Universitätsverlag / Gabler Edition Wissenschaft, Paperback, english, 215 pages
