{"id":76510,"date":"2005-03-10T00:00:00","date_gmt":"2005-03-10T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/modelling-cross-promotion-effects\/"},"modified":"2005-03-10T00:00:00","modified_gmt":"2005-03-10T00:00:00","slug":"modelling-cross-promotion-effects","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/modelling-cross-promotion-effects\/","title":{"rendered":"Modelling cross promotion effects"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Josefa Parre\u00f1o Selva <\/strong><\/h2>\n<p>La proporci\u00f3n del presupuesto de comunicaci\u00f3n destinado por las empresas a las promociones de precio ha incrementado sustancialmente en las \u00faltimas d\u00e9cadas.  este incremento viene originado principalmente por el hecho de que las reducciones temporales de precio incrementan de forma considerable las ventas a corto plazo de la marca promocionada. No obstante, dicho incremento en las ventas de la marca promocionada (efecto propio de la marca) no tiene porque traducirse en un beneficio para el fabricante o minorista. A este respecto, es de especial importancia, tener en cuenta que las promociones de precio no s\u00f3lo afectan a las ventas del \u00edtem promocionado, sino que tambi\u00e9n afectan a: (i) las ventas de otros \u00edtems pertenecientes a la misma categor\u00eda de producto (efecto cruzado entre \u00edtems de la misma categor\u00eda); (ii) las ventas en los periodos anteriores y\/o siguientes a la promoci\u00f3n (efecto cruzado entre periodos); (iii) las ventas de los \u00edtems que pertenecen a otras categor\u00edas de productos (efecto cruzado entre categor\u00edas de producto); y las ventas de tiendas competidoras (efecto cruzado entre tiendas).En cuanto a la literatura existente sobre dichos efectos, existe un consenso generalizado sobre el hecho de que las promociones de precio incrementan las ventas del \u00edtem  promocionado y reducen las ventas de los \u00edtems. No obstante, la evidencia emp\u00edrica existente sobre los efectos cruzados entre categor\u00edas es escasa. en este sentido, la presente tesis tiene como objetivo profundizar en el conocimiento sobre los efectos cruzados de las promociones (efecto entre \u00edtems, marcas, categor\u00edas), y particularmente, analizar los efectos cruzados entre categor\u00edas de productos. La metodolog\u00eda desarrollada para alcanzar los objetivos planteados anteriormente cubre las siguientes etapas:(i) inicialmente, a nivel de producto, se extiende el modelo desarrollado por van heerde et al. (2004) para incorporar los efectos de las promocione<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Modelling cross promotion effects<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Modelling cross promotion effects <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Josefa Parre\u00f1o Selva <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Alicante<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 03\/10\/2005<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li> Leeflang Peter S. H.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: enrique Bigne alca\u00f1iz <\/li>\n<li>jenny Van doorn (vocal)<\/li>\n<li>e. Wieringa jakob (vocal)<\/li>\n<li>oscar Gonz\u00e1lez benito (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Josefa Parre\u00f1o Selva La proporci\u00f3n del presupuesto de comunicaci\u00f3n destinado por las empresas a las promociones de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[19166,82],"tags":[165059,11587,165058,165056,165057,63133],"class_list":["post-76510","post","type-post","status-publish","format-standard","hentry","category-alicante","category-ciencias-economicas","tag-e-wieringa-jakob","tag-enrique-bigne-alcaniz","tag-jenny-van-doorn","tag-josefa-parreno-selva","tag-leeflang-peter-s-h","tag-oscar-gonzalez-benito"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/76510","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=76510"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/76510\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=76510"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=76510"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=76510"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}