RESEARCH NOTES AND COMMUNICATIONS - Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only 33% Is
| Year of publication: |
2003
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|---|---|
| Authors: | Heerde, Harald J.van ; Gupta, Sachin ; Wittink, Dick R. |
| Published in: |
Journal of marketing research : JMR. - Chicago, Ill : Assoc, ISSN 0022-2437, ZDB-ID 2183195. - Vol. 40.2003, 4, p. 481-491
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