Metody kauzální analýzy pro měření efektivity podpory prodeje

• Hoofdauteur: Králová, Maria (auth)
• Formaat: Elektronisch Hoofdstuk
• Gepubliceerd in: Masaryk University Press 2021
• Onderwerpen: Sales & marketing; causal analysis; propensity scores; sales promotion; baseline sales
• Online toegang: DOAB: download the publication; DOAB: description of the publication

Title in English: Methods of causal analysis for measuring the sales support efficiency. In recent years, company costs associated with sales promotion activities have continued to rise in developed economies, and yet many studies show that such sales promotion activities are very often unprofitable, a...