Abstract
The paper demonstrates the benefits of the analysis of loyalty card data for identifying promotional impacts and ensuring that retailers and their suppliers choose promotional strategies that result in overall category growth rather than cannibalisation.
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© 2015 Academy of Marketing Science
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Felgate, M., Fearne, A. (2015). Analyzing the Impact of Supermarket Promotions: A Case Study Using Tesco Clubcard Data in the UK. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_277
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DOI: https://doi.org/10.1007/978-3-319-10873-5_277
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10872-8
Online ISBN: 978-3-319-10873-5
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