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Is 3/4 od the sales promotion bump due to brand switching? : No it is 1/3.
Heerde, Harald J. van (contributor);  … - 2003 - [Elektronische Ressource]
Persistent link: https://www.econbiz.de/10001773638
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The brand switching fraction of promotion effects : unit sales versus elasticity decompositions
Heerde, Harald J. van; Gupta, Sachin; Wittink, Dick R. - 2002
Persistent link: https://www.econbiz.de/10001716127
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Flexible decomposition of price promotion effects using store-level scanner data
Heerde, Harald J. van; Leeflang, Peter; Wittink, Dick R. - 2002
Persistent link: https://www.econbiz.de/10001681986
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Promotion dynamics
Neslin, Scott A.; Heerde, Harald J. van - 2009
Persistent link: https://www.econbiz.de/10003928447
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The long-term effect of marketing strategy on brand sales
Ataman, M. Berk; Heerde, Harald J. van; Mela, Carl F. - In: Journal of marketing research : JMR 47 (2010) 5, pp. 866-882
Persistent link: https://www.econbiz.de/10008666392
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Sales promotion models
Heerde, Harald J. van; Neslin, Scott A. - In: Handbook of marketing decision models, (pp. 107-162). 2008
Persistent link: https://www.econbiz.de/10003755264
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Decomposing the sales promotion bump accounting for cross-category effects
Leeflang, Peter; Parreño Selva, Josefa; Dijk, Albert van; … - In: International journal of research in marketing : IJRM ; … 25 (2008) 3, pp. 201-214
Persistent link: https://www.econbiz.de/10003809039