Jedidi, Kamel; Mela, Carl F.; Gupta, Sunil - In: Marketing Science 18 (1999) 1, pp. 1-22
, the relative magnitude of short- and long-term effects, and the decomposition of advertising and promotion elasticities … elasticities in the short term, but smaller than regular price elasticities when long-term effects are considered. Consistent with … the short term, but when long-term effects are again considered, this result no longer holds. Last, we estimate that the …