Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble's Value Pricing Strategy
| Year of publication: |
2001
|
|---|---|
| Authors: | Ailawadi, Kusum L. ; Lehmann, Donald R. ; Neslin, Scott A. |
| Published in: |
Journal of marketing. - Chicago, Ill : Publications Group of the American Marketing Association, ISSN 0022-2429, ZDB-ID 2183183. - Vol. 65.2001, 1, p. 44-61
|