What is special about marketing organic products?
BEZAWADA, RAM
What is special about marketing organic products? How organic assortment, price and promotions drive retailer performance - 2013 - 31-51
Higher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross effects on conventional product sales. Extant research reports conflicitingresults about price and promotional sensitivity for organic product and does not address the impact of organic assortment. This article calculates long term own and cross-elasticities of organic and conventional product sales in response to changes in assortment, price and promotions.
MARKETING
658.8
What is special about marketing organic products? How organic assortment, price and promotions drive retailer performance - 2013 - 31-51
Higher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross effects on conventional product sales. Extant research reports conflicitingresults about price and promotional sensitivity for organic product and does not address the impact of organic assortment. This article calculates long term own and cross-elasticities of organic and conventional product sales in response to changes in assortment, price and promotions.
MARKETING
658.8