What is special about marketing organic products? How organic assortment, price and promotions drive retailer performance

By:

BEZAWADA, RAM

Contributor(s):

PAUWELS, KEON

Material type:

Mixed materialsPublication details: 2013Description: 31-51Subject(s):

MARKETING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/1	Available		P14946

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.

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