A Macroeconomic Study of the Effects of Promotion on the Consumption of Infant Formula in Developing Countries-Reference-Cited by-同舟云学术

A Macroeconomic Study of the Effects of Promotion on the Consumption of Infant Formula in Developing Countries

Published:1988-06 Issue:1 Volume:8 Page:21-31
ISSN:0276-1467
Container-title:Journal of Macromarketing
language:en
Short-container-title:Journal of Macromarketing

Author:

Gilly Mary C.¹,Graham John L.²

Affiliation:

1. Graduate School of Management, University of California, Irvine, California.

2. Department of Marketing and International Business Education and Research (IBEAR) Program, School of Business Administration, University of Southern California, Los Angeles, California.

Abstract

During 1975, Nestle and other infant formula manufacturers agreed to curtail promotion of their products in developing countries. This curtailment resulted in a decrease in consumption of infant formula (when controlling for other variables) in 79 developing countries. Thus a causal link between promotion and consumption of the product is supported by the data and macroeconomic analyses in the study.

Publisher

SAGE Publications

Subject

Marketing

Link

http://journals.sagepub.com/doi/pdf/10.1177/027614678800800103

Reference33 articles.

1. The Gall in Mother's Milk

2. Modelling changes in market share: A cross-sectional analysis

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