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Competitive Reactions to Advertising and Promotion Attacks
Steenkamp, Jan-Benedict E.M., (2005)
Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability
Dekimpe, Marnik G., (1999)
The Category-Demand Effects of Price Promotions - Price promotions are able to significantly increase demand for a product category; but on, temporarily. By how much depends on...
Nijs, Vincent R., (2001)