Donald Lehmann

Sales Through Sequential Distribution Channels: An Application to Movies and Videos

Coauthor(s): Charles Weinberg.

Abstract:
A study examines the sale of a product across channels. Using data from 35 movies, exponential sales curves are estimated for both theater attendance and video rentals. How knowledge of the sales parameters in the first channel helps predict sales in the subsequent channel is demonstrated.

Source: Journal of Marketing
Exact Citation:
Lehmann, Donald, and Charles Weinberg. "Sales Through Sequential Distribution Channels: An Application to Movies and Videos." Journal of Marketing 64, no. 3 (forthcoming): 18-33.
Volume: 64
Number: 3
Pages: 18-33
Date: 7 2000

Close Window