"Real-world case studies are included in each chapter, giving students the background and information they need to develop scenarios or approaches for the businesses they are analyzing. The best approach to guarantee that students have the necessary skills is through the deployment of the case method in management education and access to real-world settings and data."
– Prof. Paulo Botelho Pires, Porto Business School, Portugal
"Sales performance is being constantly monitored by marketing and retail managers. A common ground among researchers is to disentangle the effects of monetary and non-monetary promotions. Porto and Walter (2023) add to this important discussion an operant behavioral economics framework. Their longitudinal design assesses how different promotional dimensions influence sales measures (revenue, number of transactions, and average billing size) and the residual effects after their removal. It is a must-reading material for researchers and marketers."
– Prof. Marcos Severo, Federal University of Goiás & Indian Institute of Technology Gandhinagar
"Unlock the secrets of effective sales promotions with this chapter! Based on a comprehensive study, Porto and Walter (2022) reveal that promotions can positively and negatively impact sales, but success lies in understanding the different dimensions of these incentives. Discover how promotional actions' presence, removal, simultaneity, and duration can generate the most potent effects on revenue. With insights from 136 cases, author demonstrate how promotional dimensions affect sales performance, and recommend that future research investigate the long-term effects of non-monetary or mixed promotions. Don't miss out on this invaluable resource for researchers and managers looking to interpret the effectiveness of their promotions using Operant Behavioral Economics."
– Prof. Ricardo Limongi, Federal University of Goiás and Federal University of Uberlandia, Brazil