Measuring short- and long-run promotional effectiveness on scanner data using persistence modeling

Marnik G. Dekimpe ...

Year of publication:	2003 ; [Elektronische Ressource]
Authors:	Dekimpe, Marnik G. ; Hanssens, Dominique M. ; Nijs, Vincent R. ; Steenkamp, Jan-Benedict E. M.
Institutions:	Erasmus Research Institute of Management (contributor)
Publisher:	Rotterdam : ERIM
Subject:	Marketing \| IT-gestütztes Marketing \| Computer-assisted marketing \| Theorie \| Theory

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