Smart Customers and Retail Promotions

Because of new players and higher prices the German retail market is becoming increasingly competitive. In this environment it is crucial for retailers to tailor their promotional activities to the needs of their respective markets and to forecast demand as precisely as possible.

Julia Freiheit develops a model, which allows a highly accurate forecast of demand, taking into account "smart" customer behavior and promotional activities. In addition to the theoretical aspects she describes the practical implications to retailing and the coordination within the supply chain.

Autorentext

Dr. Julia Freiheit war wissenschaftliche Mitarbeiterin von Prof. Dr. Arnd Huchzermeier am Lehrstuhl für Produktionsmanagement der WHU in Vallendar. Derzeit ist sie als Prüferin bei Dr. Schlage & Co. OHG in Hamburg tätig.

Klappentext

The author develops a model, which allows a highly accurate forecast of demand, taking into account "smart" customer behavior and promotional activities.

Inhalt
The German retail industry - Supply chain management and efficient consumer response - Promotions and consumer choice - Customers, retailer and manufacturer - Empirical analysis and inventory model with optimal promotions