Trade Promotion Optimization is a strategic decision-making framework within retail trade marketing that systematically enhances the design, execution, and evaluation of trade promotion activities by integrating data analytics, forecasting, and prescriptive modeling to maximize promotional effectiveness and return on investment while minimizing inefficiencies and trade spend leakage.
8
Publications
484
Citations
17
Authors
11
Institutions
Publications per year
2017–2026
0
Publications
8
The Costly Bargain of Trade Promotion
Robert D. Buzzell, John A. Quelch, Walter J. Salmon · 1990 · 117 citations
1–5 of 8
Authors
17
- PB
2
h-index
- RM
2
h-index
- PE
2
h-index
- GS
1
h-index
- YTYu‐Chung Tsao
National Taiwan University of Science and Technology, Taiwan
1 publications · 13 citations
1
h-index
1–5 of 17
Institutions
11
University of Chicago
Chicago, United States
2 h-index
4 publications
170 citations
Carnegie Mellon University
Pittsburgh, United States
2 h-index
2 publications
85 citations
National Taiwan University of Science and Technology
Taipei, Taiwan
1 h-index
1 publications
13 citations
Northwestern University
Evanston, United States
1 h-index
1 publications
13 citations
Purdue University West Lafayette
West Lafayette, United States
1 h-index
1 publications
166 citations
University of Kentucky
Lexington, United States
1 h-index
1 publications
76 citations
University of New Brunswick
Fredericton, Canada
1 h-index
2 publications
28 citations
Ouachita Baptist University
Arkadelphia, United States
1 h-index
1 publications
76 citations
1–8 of 11
Venues
- Journal of the American Statistical Association
2 publications · 85 citations
2
h-index
- Business Horizons
1 publications · 13 citations
1
h-index
- Marketing Science
1 publications · 166 citations
1
h-index
- Transportation Research Part E Logistics and Transportation Review
1 publications · 13 citations
1
h-index
- Journal of the Academy of Marketing Science
1 publications · 76 citations
1
h-index
1–5