From price to purchase - 4 0 16; Seiders, Kathleen, Voss, Glenn B.; 5 (American Marketing Association)
ABSTRACT : The success of a retailer's price promotion strategy depends on its alignment with two fundamental traits that distinguish retail offerings-assortment overlap and assortment lifespan. A study of 38 national retailers across 11 retail sectors is conducted. The study reveals how retail managers can coordinate assortment and price promotion decisions and redefine price promotion strategies.
Keywords: 2 -- 0; 6; Price promotion Strategies; 20; 2