Note. Optimal Promotion Strategies: A Demand-Sided Characterization
扩展了Narasimhan的零售促销模型，纳入多产品和一般需求函数，发现企业倾向于对转换顾客需求更强或价格敏感度高的产品提供更深折扣，并对互补品而非替代品提供更深折扣。
We generalize Narasimhan's (Narasimhan, Chakravarthi. 1988. Competitive promotional strategies. J. Bus. 61(4) 427–449.) model of retail promotion to include multiple products and general demand functions. Doing so allows us to further characterize optimal promotion strategies. We find that firms prefer to offer deeper promotions on products for which switching customers have stronger demand than loyal customers and/or for which the price sensitivity of demand is high for both switching and loyal customers. We further show that firms will offer deeper promotions on products which enjoy complementary relationships with other products that they sell rather than on products for which the firm sells a substitute.