Abraham, Magid; Lodish, Leonard - In: Marketing Science 6 (1987) 2, pp. 152-153
The comments by Kruger (Kruger, M. W. 1987. Commentary—Steps toward mastering trade promotions. 147–149.) and Struse (Struse, III, R. W. 1987. Commentary—Approaches to promotion evaluation: A practitioner's viewpoint. 150–151.) describe some important concepts and issues involved in...